Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. and Albertsons Media Collective, the retail media arm of Albertsons Companies, are teaming up to deliver the first go-to-market solution that enables marketers to better target and measure ROI in the Television environment Connected (CTV).
Under the terms of the deal, OMG will be able to combine audience data from Omnicom’s Omnicom marketing coordination system with data from Albertsons Media Collective – including near-real-time data from more than 30 million consumers Use purchases from Albertsons every week – to buy advertising CTVs directly on The Trade Desk platform.
“Connected TV is the fastest growing advertising channel, but as OMG said when we published our CTV Standards Call-to Action in 2021, targeting and measurement deficits in the space are a significant barrier to investment,”
“Combining Omni audiences with Albertson’s shopper data within the Trade Desk, our clients will be able to tailor CTV messaging and spend directly to Albertson’s shoppers and measure the impact of their media dollars where it matters most – at the cash register.”
Megan Pagliuca, Chief Activation Officer, Omnicom Media Group North America.
“Showing performance based on meaningful business outcomes versus simple impressions delivered is really what this partnership is all about; it exemplifies what retail media will be bringing to the marketplace in the longer term.”
Kristi Argyilan, SVP, Retail Media for the Albertsons Companies.
The alliance with Albertsons Media Collective is the first retail media network (RMN) partnership to be announced by OMG in 2023, following the 2022 deals with Walmart, Instacart and Kroger Precision Marketing that helped OMG hit the mark. as high as possible for retail and commercial media in a recent analysis of global media agency groups from research and consulting firm Forrester. While the initial focus of the OMG/Albertson deal will be on CTV investments, the partnership is expected to expand later to include activations in the two OMG outreach initiatives. Other First Markets – Supply Chain IQ Score and Programmable Private Market for Score- Purchase Monitor.
“This partnership demonstrates our continued commitment and leadership in the retail media and connected commerce space, combining expert talent, bespoke technology, and distinctive partnerships with leaders like Albertsons, to deliver outcomes for our clients.”
Omnicom’s CEO, eCommerce Frank Kochenash.
