Omnicom recently announced partnerships with Amazon and Meta, enhancing its capabilities in live content, shopping, and influencer marketing. These collaborations aim to better measure consumer engagement through data analytics. Specifically, Omnicom plans to leverage audience data from Amazon's Thursday Night Football broadcasts to gain deeper insights into viewer behavior. This approach allows for a more nuanced understanding of consumer interactions, moving beyond traditional metrics like GRPs to assess customer value and lifetime engagement. Omnicom's Flywheel commerce practice will facilitate these developments through advanced data tools.
With the first, around Amazon's coverage of Thursday Night Football, Omnicom's goal is to access audience data that goes further back in order to gain deeper insights into the viewer in a live environment.
Live sports and live television was historically measured on things like GRPs, and we didn't have the measurability that we have now,
Through its Flywheel commerce practice, the holdco also participated in an Amazon Ads limited beta access that enabled its clients to plan and measure campaigns using live content signals.
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