At the Cannes Lions International Festival of Creativity, Omnicom announced a new partnership with YouTube to allow clients to target livestreaming content more effectively. The initiative, set to beta test in July, enables clients to access real-time data on influencer engagement and audience interaction via the Omni orchestration platform. This collaboration aims to refine marketing strategies through targeted messaging that aligns with specific live-stream content. The move complements prior partnerships with Meta and others, showcasing Omnicom's focus on harnessing live streaming for more dynamic advertising.
"Building upon our Omni audiences to YouTube connection, we have now integrated live signals into our influencer discovery agent to identify influencers that best resonate with our brands' audiences."
"The emphasis is on live, and lets said clients activate their messaging across influencers that fit their marketing strategy - a beta test starts in July in the U.S. then expands to other regions."!
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