LAS VEGAS — Search is changing — but so are the ad agencies that have long relied on the channel to reach audiences.
At CES, Omnicom announced several new search-related partnerships with tech companies including the “granddaddy” of search, an indication that both sides are keen to evolve the opportunity.
What’s more, OMG, and partner TikTok, which has quickly been picking up steam as the second most-used search engine of GenZ (despite facing a looming ban) also announced an expansion of their search partnership.
In this video interview with Beet.TV editorial director Lisa Granatstein at CES, Megan Pagliuca, Chief Product Officer at Omnicom Media Group, broke them down.
“We’re seeing search in many different places, rather than how we have traditionally thought about search,” Pagliuca said, who referenced new research on the rapidly expanding search space by OMG Chief Intelligence Officer Joanna O’Connell.
Google partnership brings new data feed and AI optimization
On Monday, OMG announced a new innovation with Google that provides access to a previously unavailable data feed containing brand and competitive keyword data.
This data can be combined with audience insights and AI agents to improve search performance and prepare for the future of search in AI overviews.
“This is both making search better as search stands today, as well as eligible in AI overviews — preparing for search in the future,” Pagliuca explained.
Amazon and TikTok collaborations enhance e-commerce capabilities
Tuesday saw the announcement of an innovation with Amazon that extends the visibility of consumer purchase history from one to five years. This development is expected to improve retail search, sponsored ads performance, and overall Amazon optimization.
On Wednesday, OMG revealed a partnership with TikTok that builds upon their previous work in influencer identification and TikTok shop management. The new capability allows search keywords from TikTok to inform influencer content.
Roku co-development enriches audience data
Thursday’s announcement featured a co-development with Roku that enables the enrichment of first-party or Omni audiences with search data. Pagliuca emphasized the importance of leaning into “walled garden” ecosystems to provide data enrichment, as exemplified by their previous partnership with Uber and now with Roku.
“I think a lot of our competitors may not have looked at these walled gardens as areas where their data is walled off, where we’ve really leaned in to be able to provide data enrichment,” she noted.
You’re watching “Commerce Media Summit at CES 2025”, a Beet.TV Leadership Series with Omnicom Media Group. For more videos from this series, please visit this page. You can view all of our CES 2025 content here.
