Omnicom Media, Disney expand ad deal

The collaboration is designed to address one of the most common frustrations among streaming audiences: repeated exposure to the same advertisement

Omnicom Media Group has unveiled a collaboration with Disney Advertising aimed at improving the streaming advertising experience through personalised, sequential storytelling across video-on-demand and live programming.

Announced during Omnicom Media’s Cannes Lions news series and first reported by Digiday, the initiative is already live in the United States and is scheduled to expand into Europe and Latin America later this year.

The solution combines Disney’s audience identity graph, Acxiom’s identity capabilities, Omni’s measurement platform and Innovid’s creative sequencing technology to deliver advertising that evolves throughout a viewing session rather than repeating the same creative message.

Moving beyond repetitive streaming ads

The collaboration is designed to address one of the most common frustrations among streaming audiences: repeated exposure to the same advertisement.

By coordinating creative messages across multiple impressions, brands can build narratives over time, introducing new information and adapting messaging as viewers continue watching content.

The system operates across both on-demand and live programming environments, enabling advertisers to deliver connected storytelling experiences that align with audience behaviour and viewing patterns.

Data and measurement underpin the approach

The capability is supported by multi-party clean room measurement, allowing advertisers to gain insights into campaign performance while maintaining privacy standards.

According to Omnicom Media Group, the data generated through the platform can also help inform future creative development through Omnicom Production, creating a feedback loop between campaign performance and content creation.

Advertisers including The Home Depot and State Farm are already using the solution to deliver coordinated creative experiences across Disney's streaming inventory.

Focus on engagement and relevance

Jamie Power, SVP, Addressable Sales, Disney Advertising: "As streaming technology continues to advance, brands have new opportunities to tell stories that evolve with each impression. Rather than delivering the same message repeatedly, advertisers can use each exposure to build on a narrative, introduce new ideas, and deepen consumer engagement. That’s a fundamentally more powerful approach to storytelling and one that creates more value for both consumers and marketers."

The initiative also enables brands to adapt creative messaging around live events, where audience engagement levels are typically higher.

Allison Kolber, VP Marketing, The Home Depot: "Live sports and entertainment create some of the most emotionally engaged moments in media today. This solution gives brands the ability to respond to those moments in ways that feel authentic, relevant, and aligned with how audiences are feeling in real time."

Supporting the future of streaming advertising

The collaboration reflects a broader shift within connected television advertising toward more personalised and contextually relevant experiences.

By integrating audience data, measurement capabilities and creative sequencing technology, Omnicom Media Group and Disney Advertising aim to create advertising experiences that are less repetitive, more engaging and better aligned with consumer expectations in streaming environments.

www.omnicommedia.com

www.thewaltdisneycompany.com

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