NBCUniversal, Paramount and Warner
Bros-Discovery Audience Data Will Be Accessed Via First-of-a-Kind
Multi-Party Clean Room Connections Enabled by Snowflake and
VideoAmp
CANNES,
France, June 21, 2023 /PRNewswire/ -- Omnicom
Media Group (OMG), the media services division of Omnicom Group
Inc .(NYSE: OMC) and Albertsons Media Collective, the
retail media arm for the Albertsons Companies (NYSE: ACI) are
taking their first-mover partnership to the next level,
collaborating within the Omni open operating system to provide
Omnicom clients with a first-to-market holistic view of their
cross-channel video investment.
In an Omni-integrated, multi-party clean room powered
by Snowflake and the company's data clean room
technology, and measurement partner VideoAmp, near-real time
data from the 30 million customers who shop at Albertsons stores
every week will be combined in a privacy-safe manner with audience
data from the NBCUniversal , Paramount and Warner Bros-Discovery
linear and streaming channels. As a result, planners and investment
teams across OMG agencies OMD, PHD and Hearts & Science will be
able to directly connect advertising campaigns to purchase
data with a high degree of precision, delivering increased
media ROI and better business outcomes for clients.
"By enabling a more direct connection between media investment
and performance, this collaboration delivers on the promise of
cross-channel video planning," says OMG Chief Activation
Officer Megan
Pagliuca, "It is a game-changing solution for
stakeholders in search of more meaningful and actionable
measurement metrics and currency."
Adds Kristi Argyilan, SVP, Retail
Media for the Albertsons Companies, "This partnership takes the
Albertsons Media Collective mission - helping brands engage with
our customers when it matters most - to a higher level of value,
giving marketers the ability to connect their engagements across
linear and streaming video channels to purchases made by our
customers."
This holistic cross-channel view is enabled by leveraging
Snowflake's multi-party clean room technology to create a
privacy-safe ecosystem within Omni that supports cross-channel
video planning and attribution at an unprecedented scale, with
VideoAmp providing high quality linear viewership data and
methodology to project total video reach and frequency.
Summing up the role that Snowflake plays in enabling the
cross-channel ambition, Bill
Stratton, Global Head of Media, Entertainment and
Advertising at Snowflake says, "Snowflake's data clean room
technology arms Omnicom and Albertsons with the
privacy-preserving technology they need to achieve true
holistic cross-channel video planning and attribution."
In addition to the attribution benefits, the combined retailer
and network data set will yield transactable metrics that will be
available for the 2024 Upfronts.
Media Partner Perspectives
"We're excited to build on
NBCUniversal's significant investments and partnerships to enable
industry-leading data clean room solutions, together with OMG,
Snowflake and VideoAmp," said John
Lee, Chief Data Officer, NBCUniversal. "This
next-generation, industry-wide partnership with Albertsons Media
Collective will leverage real-time shopper data to close the loop
and unlock TV and video media performance for advertisers like
never before, all while keeping privacy and security standards top
of mind."
"The future of data collaboration is progressing rapidly with
more first party data activation and different identity frameworks
receiving broader support," said Travis Scoles, SVP Advanced
Advertising, Paramount. "Paramount is ready to meet the moment by
pursuing a clean room strategy that is fully interoperable with the
full ecosystem, and we're looking forward to collaborating with
these partners to offer advertisers more flexibility, better
efficacy and stronger performance for media buys."
"The TV industry has a key role to play when it comes to
unlocking data interoperability in a privacy compliant manner to
advance the efficiency and efficacy of cross-platform media
planning," said Jim Keller, EVP,
Digital Ad Sales and Advanced Advertising at Warner Bros.
Discovery. "Warner Bros. Discovery is proud to link arms with these
esteemed partners and brands to close key visibility gaps and
further empower the use of data to drive smarter investment and
create a better future for advertisers."
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division
of Omnicom Group Inc. (NYSE: OMC) – delivers
transformational experiences for consumers, clients, and talent.
Powered by the Omni marketing orchestration system, OMG
connects best -in-class capabilities that enable our full-service
media agencies OMD, PHD and Hearts & Science to deliver
more relevant and actionable consumer experiences; more productive
and proactive client experiences; and more collaborative and
rewarding talent experiences for the more than 23,000 people
serving the world's leading brands in OMG agencies around the
globe.
About Albertsons Media Collective
Albertsons Media
Collective is a next-generation retail media network rooted in
connections, technology, and innovation. As the retail media arm
for Albertsons Companies, the second-largest grocery chain in
the United States, we connect with
consumers in more than 2,278 locations across 35 states. We partner
with leading brands to help them engage shoppers when and where it
matters most, through the power of sophisticated first-party data.
From innovative delivery platforms to highly targeted marketing
solutions, we offer our clients a variety of programs designed to
drive retail sales and maximize brand impact to best serve our
customers.
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SOURCE Omnicom Media Group