OMD Germany

OMD adds FM radio to Landal programmatic campaign

OMD Germany, with OMG Outcomes, integrated programmatically bookable FM (UKW) radio into Landal’s cross-channel summer campaign “Sommerferien am Meer,” running 20 May–17 July 2026. The push targeted families aged 30–54 in regions near the Dutch North Sea (North Rhine-Westphalia, Lower Saxony including Bremen, and Rhineland-Palatinate) and combined Addressable TV (via Ad Alliance and Seven.One Media), Connected TV, online video, DOOH, digital audio and programmatic FM. Radio spots ran on stations/packages including NDR 2, Bremen Vier, WDR 2 and 1LIVE. Creative rotation comprised three 20-second spots and one 10-second spot. OMD and OMG Outcomes said integrating analog radio into programmatic infrastructure makes radio a full member of cross-media strategies and improves cross-channel audience logic, activation and unified reporting.

AI Competence Rising in B2B Marketing

A joint study by LinkedIn and OMD e2b finds that AI competence is becoming increasingly important in B2B marketing. The survey — the second run by the partners since 2024 — shows more B2B marketers using AI for strategy development, market analysis and campaign conception, while some established methods are losing relevance. The article was published on Horizont on 2026-07-13 and highlights the growing role of AI tools in B2B marketing practice.

IAB Tech Lab Forms Programmatic Governance Council

IAB Tech Lab announced the creation of a Programmatic Governance Council (PGC), a multilateral forum of buyers, sellers, ad tech companies and platforms aimed at improving transparency and efficiency across the roughly $200 billion programmatic market. The council is co‑chaired on the buy side by OMD’s chief media officer Ben Hovaness and was co‑chartered with Tech Lab CEO Tony Katsur. Founding members include major agencies and platform players such as Omnicom, WPP, Dentsu, Disney, Amazon Ads, The Trade Desk, Magnite, PubMatic, Hearst, News Corp, Yahoo, Raptive and Mediavine. The PGC first convened in December, has met multiple times, plans to meet twice monthly, and expects to produce initial recommendations within 90–120 days, prioritizing reductions in bid duplication and QPS bloat and clarifying rules around transaction IDs and auction transparency.