Omnicom and Disney Launch CTV Ad Solution Using Innovid to Cut Repetition
OMC•Omnicom Media partnered with Disney Advertising and Innovid to launch a CTV ad solution in the US that cuts ad repetition through sequential storytelling across 15–60 second spots. The platform integrates Disney's Audience Graph, Omnicom’s Acxiom identity solution and AI-driven contextual analysis to enhance personalization and frequency management.
1. Collaboration Launch
On June 23, Omnicom Media, Disney Advertising and Innovid unveiled a connected television advertising solution designed to reduce ad fatigue by delivering sequential creative executions across multiple lengths during VOD and live sports streams.
2. Technology Integration
The platform harnesses Disney's Audience Graph for audience segmentation, Omnicom’s Acxiom identity data for user resolution, Innovid's dynamic ad sequencing technology, and AI-driven content analysis to personalize messaging and manage exposure frequency.
3. Market Rollout and Impact
The solution is live in the US now, with EU launch planned for late 2026 and LATAM to follow. It aims to strengthen Omnicom's streaming ad offerings, potentially boosting client ROI and increasing billings from premium streaming content partnerships.
