X
Omnicom Media Group and X are partnering to help marketers leverage trending topics at the speed of culture, delivering relevant brand & creator-led live content to their audiences.
Powered by X’s real-time trend signals and OMG’s proprietary Omni audience data and creator intelligence, this capability enables real-time trending alerts tailored to a brand’s category and audience, combined with accelerated identification of influencers who are going live on the topic, enabled by the Omni Influencer Discovery Agent.
With this solution, brands can authentically join the conversations their customers are having, leveraging cultural flashpoints with precision, scale, agility, and credibility to enable connection and conversion.
“What’s different here is the role X plays as this cultural epicenter where we’re able to take this trends data, fuse it with audiences, fuse it with our elements of culture, use it for both brand creative execution on X and then also use it for influencer discovery and influencer activation.” Megan Pagliuca, Chief Product Officer, OMG North America
“What I’m most excited about here is looking at what moments of culture are being engaged with on X, and how we could use that to inform the content that those influencers are producing,” Kevin Blazaitis, U.S. President of Creo, Omnicom Media Group’s influencer arm.
“This partnership is a prime example of how we help marketers take advantage of key moments, conversations and live moments taking place on our platform,” Monique Pintarelli, X’s Head of the Americas.
PayPal
Omnicom today also unveiled a partnership with PayPal, which centers on attaching the finance app’s cross-merchant transactional data to OMG’s streaming TV inventory curation. OMG’s negotiated deals and curated supply paths are overlaid with PayPal’s transactional and purchase data via Magnite’s and Pubmatic’s SSPs, enabling Omnicom clients to bid on both live and pre-recorded streaming inventory based on purchase data as a means of connecting with their audiences as effectively as possible. Available in the U.S. in the coming weeks before rolling out internationally, the arrangement enables OMG to tap into a vast transaction data set encompassing 430 million consumers and $1.68 trillion in total payment volume.
“The ability to understand what users are shopping across merchants in this first-party, deterministic data set means we can pair the scale of PayPal and their transaction graph and their data with the Omnicom Media Group negotiated rates and inventory capabilities – and that’s a very powerful use case in the market.” Keagan McDonnell, Senior Director of Product Innovation and Partnerships, OMG North America.
“Bringing our technologies together and connecting transaction data with Live TV inventory improves the efficiency of awareness campaigns.” Mark Grether, SVP and General Manager, PayPal Ads.
“This collaboration allows us to reach automotive audiences built on signals from PayPal’s extensive network of merchant partners, merging precision and scale. By pairing PayPal transaction data with Omnicom’s media curation strategies, we can reach these hyper-relevant audiences without sacrificing inventory quality.” Jillian Davis, Director of Marketing Technology for Cox Automotive, which includes the Auto Trader and Kelly Blue Book brands.