Unify Converged TV Series 2023: Partnership With Albertsons Comes as CTV and Retail Media Collide: Omnicom’s Megan Pagliuca
LAS VEGAS – Omnicom Media Group, the media planning and buying unit of Omnicom Group Inc., and Albertsons Media Collective, the retail media arm for grocery chain Albertsons Cos., announced a collaboration aimed at helping brands to target audiences and measure performance on connected television.
Omnicom Media will be able to combine audience data from its Omni marketing system with Albertsons Media data — including near-real-time data from more than 30 million consumers who shop at Albertsons every week — to buy CTV advertising directly through demand-side platform The Trade Desk, according to the agreement.
“We have an exclusive for a period of time where we can actually use their sales data within The Trade Desk DSP to bring in our own inventory,” Megan Pagliuca, chief activation officer of Omnicom Media, said in this interview with Jon Watts, a Beet.TV contributor. “We can work with Warner Brothers Discovery and then measure actual purchases within Albertsons on those ads on the biggest screen of the household.”
The collaboration with Albertsons comes as marketers seek to engage viewers who are spending more time with streaming media than they do with traditional linear television, especially younger cord-cutter and cord-never consumers. Marketers also are shifting more media dollars into retail media networks that offer a way to reach consumers when they’re most ready to shop.
“CTV and retail media are the two fastest-growing channels and they’re essentially colliding,” Pagliuca said. “We have this huge opportunity because traditionally we’ve measured the biggest screen in the household based on GRPs [gross ratings points], not anything close to sales.”
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