Ad agencies may be more tech-savvy than they used to be – but they still lean on a lot of support from pure-play software partners to simplify and streamline their cross-platform campaigns.
By utilizing holistic planning and buying activation tools, OMD is able to show consistency through their executions.
“Technology providers like FreeWheel play a critical role in really streamlining what that cross-platform execution looks like,” said Suzanne Irving, EVP, US head of integrated investment and Activation at OMD USA, in this video interview with Beet.TV.
“It allows us to enable a unified buying approach where it helps connect not only that linear but that CTV inventory within a single ecosystem.”
Navigating measurement standards
OMD navigates the changing measurement standards through a three-pronged approach:
- Invests resources in evaluating third-party measurement providers.
- Actively participates in industry consortiums like the JIC, IAB, 4As, and ANA to advance marketplace dialogue.
- Leveraging proprietary tools co-developed with data partners to ensure it plan, activate, and measure against audiences across consumer touchpoints and content.
Technology platforms like FreeWheel also enhance audience targeting capabilities by providing access to deterministic data and identity solutions. This allows OMD to reduce duplication and provide more precise targeting for its clients, Irving said.
Holistic measurement is key
When collaborating with technology partners, OMD looks for key features like holistic measurement and the ability to integrate multi-touch attribution.
“We know with many tech platforms that knowing how to integrate that multi-touch attribution is key,” Irving said. “It allows us to better assess our performance across a full funnel mix.”
Looking ahead to 2025, Irving is excited about the rise of AI-empowered planning and buying, as well as the growth of ad-supported streaming.
“I think there’s going to be exceptional advancements in that space,” she said, as she sees the major streaming players “doubling down on ad tiers and seeing greater premium content that’s going to be available to all our clients and brands”.
You’re watching “Bringing Simplicity to TV Advertising”, a Beet.TV Leadership Series at CES 2025 presented by FreeWheel. For more videos from this series, please visit this page. You can view all of our CES 2025 content here..
