Published on: June 26, 2026
Omnicom Media has announced a new partnership with NBCUniversal to introduce a contextual connected TV (CTV) advertising capability designed to deliver more relevant and adaptive creative experiences.
Unveiled as part of Omnicom Media’s Cannes Lions announcements, the collaboration combines audience and performance data from Acxiom with NBCUniversal’s program, episode and scene level content metadata to dynamically optimize creative based on what viewers are watching in real time.
The capability, called Dynamic Contextual Content (DCC), expands traditional dynamic creative optimization by using scene level contextual signals to tailor advertising creative to specific content environments. According to Omnicom Media, the solution is currently in beta and is expected to launch in the United States by the end of 2026.
The initiative forms part of Omnicom Media’s broader strategy to help brands better connect content, consumer behavior and media investment through data driven advertising solutions.
Developed through collaboration between Acxiom, Omnicom Production and NBCUniversal, the platform enables advertisers to align creative messaging with highly granular content themes while measuring which contextual signals contribute to business outcomes.
Omnicom Media said the solution has already attracted interest from brands across categories including consumer packaged goods, financial services and telecommunications as advertisers increasingly seek more adaptive and performance focused approaches to connected TV advertising.
Ryan McConville, Chief Product Officer and EVP of Ad Products & Solutions, NBCUniversal, said:
“Marketers are navigating a fragmented, highly competitive ecosystem while being held to performance metrics. By pairing NBCUniversal’s content metadata with Omnicom’s audience and performance data, we can make creative optimization actionable and open up more relevant, effective ways for brands to engage their customers.”
Keagan McDonnell, Head of Partner Innovations and Strategic Initiatives, Omnicom Media North America, added:
“Being able to connect all this to business outcomes really means that we’ll be able to audit if one or another of the given contextual tags are outperforming from a business perspective.”
Dynamic Contextual Content represents the latest addition to Omnicom Media’s Cannes Lions innovation announcements, reflecting the company’s focus on connecting audience intelligence, contextual signals and creative optimization to improve advertising effectiveness across connected TV environments.
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