Omnicom Media, NBCUniversal launch AI-powered contextual advertising solution

AI-powered contextual advertising transforms connected TV

Omnicom Media, the media services division of Omnicom, and NBCUniversal, one of the world's media and entertainment companies, have partnered to launch a new connected TV (CTV) advertising solution that uses artificial intelligence, audience intelligence and contextual data to deliver more relevant advertising experiences.

The new Dynamic Contextual Content (DCC) solution combines audience and performance insights from Omnicom Media's Acxiom identity platform with NBCUniversal's contextual content signals, allowing advertisers to tailor creative messaging to specific television episodes, programmes and viewing environments while campaigns are live.

The platform marks a significant evolution in connected TV advertising by enabling brands to optimise creative assets dynamically based on how audiences engage with streaming content in real time.

AI and contextual intelligence drive adaptive CTV campaigns

Rather than relying on static creative assets throughout a campaign, the DCC solution allows advertisers to adjust messaging as performance data becomes available.

For example, a travel company running a connected TV campaign during NBCUniversal programming focused on summer travel could automatically serve different creative versions depending on which content environments generate the strongest audience engagement, improving campaign effectiveness while it is still running.

The initiative builds on Omnicom Media's Connected Content study, which examined consumer attitudes towards advertising across streaming platforms. The research found that while streaming technology has evolved rapidly, advertising creative and delivery systems have not kept pace with changing viewer expectations.

Megan Pagliuca, Chief Product Officer at Omnicom Media, said: "Consumers expect advertising to feel more connected to the experience they are having in the moment. Today, even premium CTV advertising is often delivered without consideration for the context surrounding it. Through this collaboration with NBCUniversal, we are bringing together data, content intelligence, and AI-powered creative capabilities to help brands move from simply reaching audiences to delivering relevance within the moments that matter most."

Audience data and content metadata power creative optimisation

The Dynamic Contextual Content platform pairs Acxiom audience intelligence with NBCUniversal's content metadata to identify the most relevant programmes, episodes, environments and viewing moments for specific audiences.

Advertisers can then match AI-generated creative variations - produced through the Omnicom Production AI-driven content and production engine - to those environments, replacing traditional fixed creative assets with continuously optimised messaging.

Creative performance data is integrated into Omni's Video Content platform, enabling brands to understand which combinations of contextual signals and creative versions deliver the strongest business outcomes.

Ryan McConville, Chief Product Officer and EVP, Ad Products & Solutions at NBCUniversal, said: "Marketers are navigating a fragmented, highly competitive ecosystem while being held to performance metrics. By pairing NBCUniversal's content metadata with Omnicom's audience and performance data, we can make creative optimization actionable and open up more relevant, effective ways for brands to engage their customers."

Responding to evolving streaming advertising demands

The collaboration reflects growing demand from marketers for advertising that goes beyond broad audience reach to deliver more personalised and contextually relevant experiences across streaming platforms.

By combining identity data, contextual intelligence, AI-powered creative production and real-time optimisation, the companies aim to help brands improve both campaign effectiveness and creative relevance within premium connected TV environments.

The Dynamic Contextual Content solution is currently in beta and is expected to launch commercially across the United States by the end of the year.

www.omnicommedia.com

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