In the second of a series of moves Omnicom is making at this week’s Cannes Lions Festival of Creativity, the agency holding company today struck a strategic partnership with e-commerce player Instacart that involves sharing of data and measurement that can more directly tie sales to TV advertising.
Arguably the most interesting part of this deal involves Instacart building a data pathway to allow it to work with the clean-room infrastructure Omnicom recently built in its Omni marketing orchestration platform. That clean-room setup accesses OMG partnerships with NBC and Disney for planning and measurement.
Instacart is essentially weaponizing the troves of sales data it has from consumers searching for and purchasing products online, to the benefit of ad agencies and consumer packaged goods brands, who will be able to measure impact and drive sales more effectively armed with that data.
Megan Pagliuca, Omnicom Media Group’s chief activation officer, explained the partnership pushes forward OMG’s goal to deliver analytics across various aspects of a brand’s media investment, enabling enhanced measurement to help prove advertising spend and value.
“We can now see the people that watched Hulu or NBC, then went and made a purchase via Instacart,” said Pagliuca. “That’s huge, because think about how traditional linear [TV buying] has been [about] GRPs or reach and frequency. And now it’s about, ‘Hey, did you see an ad and add it to your Instacart list and buy it?’”
“For example, in the future, home cleaning brands can better understand how their ads on Hulu drove purchase of their products on Instacart,” added Ryan Mayward, Instacart’s vp of ad sales. “We can also dive deep on basket analysis and content consumption trends with Omnicom to help that cleaning supplies brand understand which products resonate most with audiences. The goal is to give CPG brands the data and shopping insights they need to better understand their business and identify growth opportunities.”
“Data is the oil, e-commerce or digital experience is the vessel or vehicle, and media is the engine that propels it forward,” said Jay Pattisall, vp and agency analyst at Forrester. “All of these things are kind of moving in tandem, and it’s part of the arms race of staying competitive in a really fast moving digital environment.”
Pagliuca also noted this move offers yet another step forward in the melding of brand and shopper budgets within agencies and among CPG brands. “Now that you see that [wall between brand and shopper] collapsing … you’re going to get much better results when you’re looking at this together, rather than looking at it as in a silo.”
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.