Ross Benes noted that the potential merger of Omnicom and Interpublic Group could significantly enhance the scale of the connected TV (CTV) landscape, enabling better ad rate negotiations.
Andrew Lipsman pointed out that the market is still in the early growth phases for performance TV and in-store retail media, emphasizing the importance of leverage in accessing large budgets.
An industry source indicated that the size of the combined Omnicom and IPG may serve as a clear pricing advantage during upfront negotiations, which could influence overall pricing strategies.
However, despite the substantial scale of $71 billion in media billings, Benes raised concerns regarding potential pricing power, suggesting that larger size doesn't automatically equate to lower ad costs.
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