Fresh off research showing that ad avoidance isn’t just limited to a set of consumers disgruntled with marketers’ messaging, especially across the TV spectrum, Omnicom Media has partnered with in-content advertising platform Rembrand to craft what it’s calling a first-to-market capability that lets brands identify, plan and activate in-content placements across first-look premium streaming inventory.
Although the holding company is still negotiating with several media companies with streaming services, Digiday has learned that the holding company’s media agency network is in negotiations with several media companies with streaming platforms, but couldn’t name any due to last-minute negotiations. Together, they plan to make use of Rembrand’s VISTA platform, an in-content insertion system using AI that scans publisher content to identify scenes that can be monetized. The aim is to scale in-content advertising beyond one-off instances. Omnicom Media’s Content Collective, which is the company’s branded content center of excellence, then works up the ad placements into content.
“We try to figure out where does a brand have permission to play, and then we build the experience from there,” said Anna Castro, executive director of Content Collective. Product placement used to be “manual, and you couldn’t really do it at scale in the way that this evolution with Rembrand is now at. [Omnicom works] to identify those shows and programs our audiences are disproportionately engaging with, and then we work with the the publishers and streamers to find the the right content spaces.”
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