As it has done at most major media tentpole events the last few years, Omnicom and its media arm, Omnicom Media Group, will take advantage of the attention around the Consumer Electronics Show this week in Las Vegas to unveil a series of partnerships with major platforms.
This year’s focus for OMG going into CES revolves around search — given the research the company conducted in late 2024 that reveals just how much search is changing.
Day 1 of the series revealed that OMG and Google have struck a two-pronged partnership that starts with a Share of Voice planning tool that gives planners accelerated visibility into a brand’s share of demand in a category versus its competitors, and ends with the Next Generations Search Agent that enables AI-driven agentic support for investment and creative decisions for search-driven efforts.
As Megan Pagliuca, OMG’s chief product officer and former head of activation, noted, the advances of generative AI on search and the fragmentation due to changed usage patterns by different generations, have required a new approach to using search for clients.
“These capabilities are not only going to improve search as it exists today, but it’s also going to be eligible on AI overview, so it helps prepare clients for search as it evolves,” said Pagliuca. “We’re thinking about search much more broadly, and we need to make sure our clients are ahead of the changes that Gen AI is bringing in search.”
“For brands to see, are you ahead of the curve or behind the curve with brand demand, is incredibly powerful and something that we’re able to not only work in a tool, but we’re actually able to bring that fully into Omni,” said OMG svp and head of search Michael Sondak. “This way it becomes a new data set that we have access to for all of our clients.”
“Today, generative AI is already helping brands find and connect with their customers, making it one of the best tools in a company’s marketing toolkit,” added Oliver Parker, vp of global generative AI, Google Cloud. “Omnicom’s new planning and search solutions incorporate Gemini on Google Cloud and will continue to enhance how brands use AI to inform decision making, solve problems, and enhance creativity at scale.”
Yana Kershteyn, Associate VP of Marketing for Autotrader, parent company Cox Automotive, “We believe that Omnicom’s work with Google’s Gemini offering will help Autotrader deliver competitive advantage across the search canvas and look forward to partnering on this next phase of search marketing, asset creation, and insight development,” said Kershteyn.