Omnicom Media has entered a partnership with Netflix to integrate advertising more closely into streaming content using audience data, generative AI, and contextual creative tools.
The collaboration combines Acxiom’s audience capabilities, Omnicom’s Omni platform, and Omnicom Production’s AI tools with the Netflix Ads Suite. A central element is the use of digital twin technology and generative AI to place brand assets inside the visual and narrative environment of films and series, rather than relying only on traditional pre-roll or mid-roll spots.
Closed-loop measurement is included so advertisers can evaluate performance across audiences, creative, and specific programming. The offering is available in the United States and is expected to expand globally by the end of the year.
Omnicom has pointed to its own research on “Connected Content,” which found that higher relevance and lower repetition improve both viewer experience and marketing effectiveness.
Source: Omnicom Media and Netflix.
