Observed Signal · Jun 23, 2026 · Partnership · Source: Digiday · Impact: 4/5 · Sentiment: Positive
Connected TV (CTV) & OTT Market: Omnicom and Disney Enable Sequential CTV Ads
Omnicom Media and Disney Advertising announced a partnership at Cannes Lions (June 23, 2026) to deliver dynamic sequential ad storytelling across connected-TV streaming, covering both video-on-demand and live programming. The solution is live in the U.S. with rollouts planned for Europe and Latin America later in 2026. The collaboration uses Innovid’s creative-sequencing and decisioning technology, Acxiom’s identity graph matched to Disney’s identity, and Omni’s video content measurement, supported by multi-party clean room capabilities for measurement and data connectivity. Early advertiser placements include The Home Depot and State Fam insurance. The initiative aims to reduce ad repetition and fatigue by delivering coordinated 15-, 30- and 60-second creatives that evolve across a single viewing session.
A major agency (Omnicom) and a major streaming ad owner (Disney Advertising) launched a coordinated CTV solution that combines identity matching, clean-room measurement and creative sequencing—this affects CTV ad creative, measurement practices, and addressable inventory across live and VOD.
Wichtigste Kernpunkte & Evidenz
- Omnicom Media and Disney Advertising announced a partnership to enable dynamic sequential ads across VOD and live streaming on 2026-06-23.
- The solution is live in the U.S. with Europe and Latin America rollouts planned later in 2026.
- The collaboration uses Innovid’s creative sequencing and personalization technology, Acxiom’s identity graph matched to Disney’s identity, and Omni’s video content measurement with multi-party clean room connectivity.
- Two Omnicom clients — The Home Depot and State Fam insurance — are being placed into Disney’s premium streaming inventory using sequential 15-, 30- and 60-second creatives.
- Omnicom Media announced a similar partnership with Netflix the day before as part of its Cannes activities.
Verknüpfte Unternehmen
6 verknüpfte UnternehmenNetflix
Streaming-Plattform mit Einnahmen aus Abonnements und digitaler Werbung.
Omnicom Media Group Germany
Führende deutsche Mediaagenturgruppe für strategische Mediaplanung, Einkauf und Marketing-Transformation.
Disney Advertising
Der Werbevermarktungs- und Ad-Tech-Arm der Walt Disney Company zur Monetarisierung von Premium-Streaming- und Digital-Inventory.
Acxiom
Enterprise-Infrastruktur für Identity Resolution, Customer Data Management und datengestützte Audience-Aktivierung im globalen Marketing.
The Home Depot
Führender Baumarkt- und Heimwerker-Einzelhändler mit E-Commerce, Retail Media und professionellen Services.
Innovid
CTV-first Ad-Serving, Creative- und Measurement-Software für Enterprise-Kunden.
Ontology Mapping & Concepts
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