Omnicom Media and in-content advertising platform Rembrand have partnered to scale in-content advertising across premium streaming platforms. The collaboration gives Omnicom Media’s Content Collective access to Rembrand’s AI-powered VISTA platform, which identifies scenes and programming suitable for in-content ad placements. By combining this technology with Acxiom RealID and integrations with major streaming services, brands can identify relevant content and plan placements based on their target audiences.
The partnership aims to bring in-content advertising into mainstream media planning, moving beyond bespoke deals and individual content integrations. The new capability gives media teams greater visibility across participating publishers and allows in-content placements to be considered alongside other media investments. The process includes matching audience segments with streaming viewership data, identifying suitable programming, mapping available inventory through VISTA and expanding opportunities with streaming partners where required.
The collaboration comes as brands look for ways to engage audiences who increasingly avoid traditional advertising. Omnicom Media’s research, From Tuned Out to Leaned In: How to Combat Ad Avoidance, found that 65% of US consumers avoid advertising to some degree by skipping, scrolling, muting or ignoring ads. Separate research conducted by Omnicom Media’s Partner Intelligence team with Rembrand found that combining in-content advertising with traditional video ads drove a 5.5-times impact on message recall and a fourfold increase in both purchase intent and perceptions of a brand as premium.
Megan Pagliuca, Chief Product Officer, Omnicom Media, said the company is developing new streaming capabilities to address ad avoidance, improve relevance and measurability, and make in-content advertising more scalable. John Sedlak, Chief Revenue Officer, Rembrand, added that the partnership will make in-content opportunities easier to identify, plan and activate across premium streaming, bringing greater scale and consistency to the category.