Protected: Omnicom Media Kicks Off a Series of Partnerships at Cannes Lions with a First-Time Netflix Deal

Day 1 of Omnicom Media's four-day Cannes Lions news series spotlighting first-mover partnerships that connect brand content with streaming programming, viewing experiences and consumer expectations, features a new collaboration with Netflix that brings together Acxiom audience intelligence, Omni's operating platform and Omnicom Production's AI-powered creative capabilities with the Netflix Ads Suite to deliver more relevant advertising within streaming content.

Leveraging Omnicom Production's digital twin technology and generative AI expertise, the partnership enables advertisers to seamlessly integrate brand assets into the look and feel of the shows and films audiences are watching, while closed-loop measurement evaluates performance across audiences, creative executions and programming. Already live in the U.S. with global expansion planned by year-end, the offering reflects Omnicom Media's Connected Content research showing that improving ad relevance and reducing repetitive messaging creates better streaming experiences for consumers while delivering stronger business outcomes for marketers.

"There's been placements in CTV streaming for quite some time, but what there hasn't been relevant contextual content to feed those spaces and places. We are no longer breaking the bubble. We're keeping them engaged in the entertainment experience, and they're now starting to digest the content as well as the advertising within sort of that same breath." Alissa Hansen, CEO, Omnicom Production

"What stood out for us is the ability to align creative with the content environment in a way that feels natural and personalized, while still maintaining speed to market and brand consistency at scale." Catherine Berger, VP of Marketing Transformation, Bimbo Bakeries

"Since launching the Netflix Ads Suite, we've been committed to reimagining what advertising performance looks like. We can deliver ads that are as compelling as the [Netflix] titles they surround. For Omnicom clients, this offers creative that doesn't just capture attention - it drives outcomes. That's the power of bringing creativity, media, data, and AI together on one service." Jon Whitticom, vp of ads product at Netflix.

"We very much nailed this process, which is not easy to do, of really understanding a consumer and market problem, and then building an innovation with partners to address it - having Acxiom data to help identify the audiences with Netflix has made a big difference." Megan Pagliuca, Chief Product Officer, Omnicom Media

Read the full story in Digiday