CANNES – Omnicom Group has announced collaborations with Walmart, Amazon, Kroger and Instacart as the agency seeks to help marketers with their advertising strategies in the growing field of retail media.
“We are the first agency holding company to partner with Walmart,” said Megan Pagliuca, director of activation at Omnicom Media Group, in this Beet.TV interview with correspondent Tameka Kee. “It’s important because it shows a shift in Walmart’s strategy and a doubling down in media.”
The deal enables multi-screen planning against Walmart’s audiences in Omni, which is Omnicom’s open operating system that enables its agencies to deliver connected experiences across media and commerce platforms in environments held, earned and paid. Media planners can identify domains, apps and screens with the most effective reach and cost for Walmart’s audience. Using the Omni ID, they can also pass the advertiser’s first-party data to Walmart’s demand-side platform (DSP) to combine with Walmart’s audiences.
“What we are able to provide our customers will provide a significant competitive advantage,” Pagliuca said. “We envision a few of our customers coming online in the next few months to really work with Walmart and grow their non-endemic business.”
Deliver precision with Kroger
Omnicom also announced a collaboration with Kroger Precision Marketing (KPM), the grocery chain’s media platform, to provide early adoption opportunities for Omnicom customers. As part of the agreement, KPM will provide its in-stock datasets to Omni, adding significant capability to Omnicom’s Supply Chain IQ Score that helps brands quickly and efficiently redirect media spend to achieve business results in a tense offer. environment.
“What’s really exciting is that we have access to supply chain buyer data,” Pagliuca said. “Kroger has real behavioral data on shoppers. We then share this data daily to enable us to modify optimization decisions.
Safe targeting with Instacart
Omnicom Media Group (OMG), the media services division of Omnicom Group, also announced a global strategic partnership with delivery service Instacart that enables advertisers to match audiences and consumers using a data cleanroom. The collaboration builds on Omnicom’s work with NBC and Disney media.
“What this really enables is the ability for our CPG customers to measure sales against connected TV as well as linear sales on Disney and NBC, connecting these data sets in a secure way across these rooms. white,” Pagliuca said.
Amazon Marketing Cloud Training
Omnicom has also partnered with e-commerce giant Amazon, which owns the third-largest digital advertising company in the United States, to share data, develop new software tools and train workers to use Amazon Marketing. Cloud (AMC) for campaign optimization.
“We have a long-standing partnership with Amazon, but we’ve revealed some details that I think really prove that we have the most comprehensive partnership with them in terms of accelerating connected commerce,” Pagliuca said.
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