Omnicom, Paramount+ partner on dynamic ads
The capability will launch in the United States during the third quarter before expanding to international markets next year
Omnicom Media has introduced a partnership with Paramount+ that gives its clients access to a personalised streaming advertising format designed to deliver sequential storytelling during premium content.
Announced during the third day of Omnicom Media's Cannes Lions news series, the collaboration provides first access to Paramount+'s Dynamic Streaming Fixed Units, a format that combines audience data, creative automation and streaming behaviour to adapt advertising messages throughout a viewer's session.
Partnership supports sequential storytelling
The advertising format uses Omnicom's Omni operating platform, Acxiom audience intelligence and creative capabilities from Omnicom Production to personalise campaigns across Paramount+ premiere-week programming.
Rather than serving the same creative repeatedly, the system adapts messaging for different audience segments and changes creative as viewers continue watching, with the aim of reducing ad fatigue and improving relevance.
The capability will launch in the United States during the third quarter before expanding to international markets next year.
Leo O'Connor, EVP, Paramount Advertising: "The real power here is … these huge moments where we get millions of people watching at once is a horrible thing to waste by carving it up into one-by-one impressions."
Princess Cruises joins beta programme
Princess Cruises is the first advertiser to test the new capability ahead of its commercial rollout.
According to Omnicom Media, the format is intended to help advertisers extend storytelling beyond a single advertisement by connecting multiple creative executions across a viewing session.
Alissa Hansen, CEO, Omnicom Production North America: "One of the biggest constraints with something like this is, the client might say, 'This is an amazing shared cultural experience, but I only have one ad, one asset. Now we know we can build on that, and that might be through the lens of creative curiosity, brand affiliation, consumer journey, transactional approaches, depending on what client and what vertical."
Streaming campaigns become more personalised
The partnership reflects a broader shift towards personalised advertising in connected television, where creative can be tailored using audience intelligence and viewing behaviour.
Nick Charrow, Director of Media, Princess Cruises: "We have been chasing relevance and creative storytelling at scale in streaming environments for years. What makes this approach compelling is the ability to turn a high-impact premiere placement into the beginning of a connected, multiple exposure consumer journey. It creates the potential for us to more intentionally and effectively engage our target audience and make each impression more purposeful."
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