Omnicom has unveiled new landmark partnerships with Amazon and Meta, following recent collaborations with Disney and Walmart. These alliances aim to give clients innovative access to live content, live shopping, and real-time engagement.
Amazon Partnership
Through its Flywheel commerce practice and amid a beta access pilot in Amazon Marketing Cloud (AMC), Omnicom is testing the use of live content signals—such as Thursday Night Football and Amazon Live—to enrich buyer insights. Megan Pagliuca, Chief Product Officer at Omnicom Media Group North America, explains: “Live sports and live television was historically measured on things like GRPs… now we could also look beyond reach, beyond frequency, to beyond sales to customer value.”
Building on Amazon’s extended look-back window for 2023–24 Thursday Night Football campaigns, Omnicom is combining holistic video measurement with lifetime customer value metrics. Dru Sil, Executive Director of Global Commerce Products at Annalect, adds that this enables Omnicom to “properly understand the value of live sports in the context of essentially all this other media.”
Paula Despins, VP of Measurement for Amazon Ads, sums it up: “This integration takes the guesswork out of live shopping’s value, enabling more informed decision-making and improved campaign performance.”
