Omnicom Media and Paramount created an adaptive Streaming Fixed Unit using Omnicom’s Acxiom platform to serve context-responsive ads across the initial seven-day premiere window, in beta with Volkswagen and Princess Cruises. The system sequences creative across campaigns and will roll out to U.S. clients in Q3, globally by Q1 2027.
Omnicom Media and Paramount have collaborated to transform the Streaming Fixed Unit ad format into an adaptive, intelligent environment that tailors creative messaging based on audience data, location, and sequencing over the initial seven-day premiere window.
The solution is undergoing beta tests with Volkswagen of America and Princess Cruises, leveraging Omnicom’s Acxiom identity platform and production AI to enter initial viewers into sequenced retargeting pools for progressive narrative arcs.
The adaptive ad unit will be fully available to U.S. clients in Q3 and internationally by Q1 2027, creating new opportunities to connect premium streaming inventory to measurable outcomes including downstream search and conversion activity.
