In the search to make advertising on streaming services less unpleasant for viewers often bombarded with the same ads in every commercial break, Omnicom Media and Disney Advertising have agreed to implement a connected TV ad solution that enables dynamic sequential storytelling across both video on demand (VOD) and live programming. The two plan to announce the partnership at Cannes Lions today.
Digiday has learned the collaboration, which is already live in the U.S. with rollouts in Europe and Latin America later in 2026, will employ technology from ad-tech firm Innovid, which will help with adding personalization elements. Together they’ve developed a solution to replace repetitive ads with coordinated creative messages that evolve throughout a viewing session, reducing ad fatigue.
One key element to this is the ability for Omnicom and Disney to insert the sequential messaging not only into premade entertainment, but live programming as well. “If you’re watching a game, you’re basically just sitting for three hours, and that’s where the repetition thing is really problematic,” said Joanna O’Connell, chief intelligence officer for Omnicom Media North America. According to research O’Connell and team made to understand consumer frustrations with watching streaming programming, “That’s the 61% that get really frustrated when they see the same ad, and multiple times more than four times during a single sitting.
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