Omnicom Media and NBCUniversal Launch AI-Powered Contextual Advertising for Connected TV

Omnicom Media Group and NBCUniversal have launched a unique form of dynamic contextual advertising technology which is aimed at defining creative performance in CTV through the application of audience insights, contextual signals and AI-based creatives. This cooperation resulted in the creation of Dynamic Contextual Content (DCC), an innovative method of adapting the advertising messages to the context in which it is presented, including individual shows and episodes as well as certain moments of the program. Thus, using audience and performance data provided by Acxiom identity platform of Omnicom Group and contextual data from NBCUniversal, brands will be able to personalize their advertisements and make them more relevant while the campaign is being implemented.

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The development represents an attempt to overcome the limitation of conventional static ads and repetitive experiences by allowing to optimize the messages during implementation in accordance with the interests of the consumers and context of the content. It is an example of an increasing need for contextual and less invasive forms of advertisements in the premium streaming environment. As connected TV is gaining popularity among marketers, the solution tries to enhance the effectiveness of advertising by connecting AI, data, media and creativity into one streaming advertising solution.

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