Omnicom Media Group wrapped up its CES series of first-mover data partnership announcements by revealing that it has secured access to Roku’s viewer searches on the streaming platform in order to help guide clients better fine-tune their investments and messaging across the CTV space.
As with all its other partnerships this week — Google, with Amazon Ads, and with TikTok— Omni, the parent company’s central operating platform, will play a major role in the first-to-market deal. Brand-specific audiences created within Omni get sent to Roku’s clean room to get layered with Roku’s anonymized and aggregated search data. It includes data on the most searched programs, content categories, genres, and performers – data that opens the door to insights that can inform spend and content decisioning from sponsorships, tailored creative messaging or even contextual optimization.
“These are insights we’re able to tease out from this kind of data that’s really niche, but provides really outsized value for clients based on what they’re specifically looking to do,” said OMG SVP of Video and Programmatic Ryan Eusanio. “We can think about messaging differently and targeting differently.”
“Consumers are using Roku to search for content and entertainment at unprecedented rates, giving us deep insight into their interests and preferences,” said Sal Candela, Roku’s VP of Global Agency Partnerships. “Omnicom’s integration into our search insights marks a first-of-its-kind opportunity for brands to leverage this unique and untapped data set to deliver better campaigns on our platform.”
“As consumers continue to expand how, where, and when they search beyond classic search engines to CTV, social, and commerce platforms, we need a more holistic approach,” said Matt Harker, VP of Consumer Experience Transformation at OMG client The Clorox Company. “This collaboration between Omnicom and Roku will add a whole new dimension to more effectively connect individual consumers with our brands they love.”
Because the volume of search data is so huge, OMG is leveraging AI help in the form of Omni Assist, a virtual assistant within Omni that helps teams “to go from analyzing data to analyzing insights,” said Clarissa Season, Chief Experience Officer at Annalect. “The reason a partner will share this kind of data with us is because of our really unique take on how to use it … The consumer insights you get about people based on what they’re searching for really helps us to have that tighter connection with our [clients’] consumers, and to take this data beyond activation all the way through the planning process and the workflow.”