Disney
Omnicom and Disney are partnering to help brands leverage the power of live sports on Disney streaming platforms. In a first-to-market integration with the Trade Desk, brands will be able to bid in real-time on high-impact live sports moments—such as tie-breakers, overtime, and first ad pods—allowing them to engage with consumers during high-engagement moments that boost message receptivity and recall.
“It’s about the opportunity to create more addressability, more personalization, and more relevance within live,” Megan Pagliuca, North American Chief Product Officer at Omnicom Media Group
“We’re excited about the growth of live streaming because it lets advertisers engage in high attention moments—with real-time impact. Tools like Magic Word enable brands to show up when it matters most, turning unexpected moments like overtime into unforgettable brand connections,” Jamie Power, SVP of Addressable at Disney
“Live sports continue to be a powerful part of our marketing strategy that allows us to reach large and engaged audiences while also being able to build strong, emotional connections with fans. By leveraging this advanced live streaming technology and decisioning, we’re tapping into key real-time, high attention-driving game moments so that State Farm shows up where and when viewers are the most engaged. This gives us the ability to seamlessly be part of the viewer’s experience while strategically maximizing both our advertising’s impact and effectiveness.” Alyson Griffin, Head of Marketing at State Farm.
Walmart
Omnicom and Walmart are partnering at the intersection of retail and creator channels to match brands with influencers who drive sales. This first-mover partnership between Omnicom and Walmart gives brands access to Walmart purchase audiences to identify influencers with a proven ability to drive purchases on Walmart and Walmart Live. The collaboration enables Creo—OMG’s influencer agency—to build Walmart-specific influencer strategies that enhance discovery, targeting, and performance—helping brands win across Walmart’s commerce and livestream platforms.
“It’s becoming more commonplace [for consumers] to buy because an influencer [inspiring them] to do so, and those behaviors that are taking place are really collapsing that purchase funnel. “We’re thinking about how to really capitalize on that and use that gain and efficiency to tie creators to commerce as often as we can.” Kevin Blazaitis, U.S. President of Creo.
“We’re really intrigued by retail media’s potential to bring its audience targeting capabilities and accountability to influencer marketing, from our tests with Walmart Creator to strategic partnerships like this with Omnicom.” Ryan Mayward, SVP Sales, Walmart Connect.
“The collective strength behind Omnicom’s innovative partnership with Walmart -powered by Creo and actioned on leading platforms like TikTok–enables Noosa Yoghurt to identify and partner with the right creators to create and amplify content that is anchored in true shopper purchase data. As the first brand to activate this new capability, we’re eager to explore the full range of insights and opportunities.” Emily Black, Senior Director of Marketing, Noosa Yoghurt.