Ad agencies are under pressure to differentiate their services with more data-based offerings that dig into analytics and consumer insight.
Omnicom unveiled Omni, a central tool available to all of its agencies that pulls in third-party data from companies like Salesforce, LiveRamp and The Trade Desk.
The move comes a week after Interpublic Group acquired Acxiom Marketing Services for $2.3 billion, showing how the battle for data is heating up among ad holding companies.
The battle for advertising agencies to get their hands on consumer data and use it in intriguing ways continues. On Thursday, ad giant Omnicom Group revealed Omni, a data platform that allows the company’s shops — which include BBDO, OMD Worldwide and DDB — to access gobs of third-party data.
The tool allows any of its agencies to search for creative images, create audiences for ad targeting, buy media, and track campaign results. According to Jonathan Nelson, CEO of Omnicom Digital, the tool has been in the works for several years and was developed by Annalect, Omnicom’s data marketing group.
“This is the first time that we’ve stitched it all together,” he said. “Think of it as being audience-first [with] insights going out to two primary audiences — one is media …read more
Source:: Businessinsider – Tech