Omnicom expands CTV playbook with Disney, Roku, Amazon and JioStar partnerships

Connected TV has long promised to combine television's storytelling power with digital advertising's precision. For years, the industry largely talked about that promise. In 2026, Omnicom is trying to build it.Over the past several months, the advertising holding company has unveiled a string of partnerships across the United States and India that reveal a clear strategic direction: make Connected TV more measurable, more addressable, more creative and ultimately more effective for brands.Rather than treating streaming as simply another place to buy video advertising, Omnicom is building the technology and data infrastructure that allows advertisers to manage television much like they manage search or social media—using identity, artificial intelligence, contextual intelligence and real-time measurement.The announcements suggest that Connected TV has become one of the company's most important strategic priorities.Also read: Omnicom Media India secures new business wins with billings exceeding Rs 1200 crore in 2026Making streaming advertising smarterIn Omnicom's latest wave of announcements, the company unveiled a series of collaborations with some of the world's largest media companies.One of the biggest was with Disney Advertising, where Omnicom Media introduced a Connected TV solution designed to tackle one of streaming's biggest frustrations: repetitive advertising.Instead of repeatedly serving viewers the same commercial during a viewing session, the new solution enables sequential storytelling, allowing advertisers to deliver a series of creative messages that evolve over time across both on-demand programming and live events. Powered by Innovid, the platform combines Disney's identity graph with Omnicom's Acxiom data assets and Omni operating platform to personalise campaigns while reducing ad fatigue.The move reflects a broader shift in television advertising. Success is no longer measured by how many times an ad is seen, but by whether every impression moves the consumer further along the purchase journey.Context becomes the next frontierIf the Disney partnership focuses on sequencing creative, Omnicom's collaboration with NBCUniversal aims to make that creative contextually intelligent.Also announced at Cannes, the two companies unveiled Dynamic Contextual Content (DCC), a new Connected TV advertising solution that combines audience intelligence from Acxiom with NBCUniversal's contextual metadata to tailor advertising to the specific programme, episode or viewing environment.Instead of relying solely on demographics or behavioural targeting, advertisers can align creative with what consumers are actually watching, making messages more relevant to the content itself. The beta solution is expected to launch commercially in the United States later this year.The announcement highlights how Connected TV advertising is evolving beyond audience targeting toward contextual relevance, where creative adapts not only to who is watching but also to what they are watching.Read more: Omnicom Media, NBCUniversal partner on scene-level contextual ads for connected TVBringing AI into streamingOmnicom also used Cannes to announce its first partnership with Netflix, extending its Connected TV ambitions even further.The collaboration combines Acxiom's audience intelligence, Omni's planning capabilities and Omnicom Production's generative AI technology with Netflix's advertising platform to create more relevant advertising experiences.Among the capabilities is the use of AI-generated digital twins and virtual product integration that allows branded assets to blend naturally into entertainment content, while closed-loop measurement evaluates how different creative executions perform across audiences and programming.The initiative signals Omnicom's ambition to make advertising feel less interruptive and more integrated into the streaming experience.Solving television's measurement challengeCreative innovation is only one part of Omnicom's Connected TV strategy.Earlier this year at CES, the company expanded another critical piece of the puzzle through collaborations involving Roku, Amazon and VideoAmp.The initiative integrates Roku viewership data into Amazon's clean-room environment through Omnicom's Omni platform, enabling advertisers to understand campaign reach and frequency across linear television, Connected TV and streaming while connecting exposure to business outcomes using either Amazon's commerce signals or advertisers' own first-party data.For marketers, this addresses one of television advertising's biggest challenges: measuring audiences consistently as they move between broadcast television and multiple streaming platforms.As television viewing fragments across devices, unified measurement is increasingly becoming as valuable as premium inventory itself.See more: Omnicom Media partners Disney to bring sequential storytelling ads to streamingRead more: Omnicom, Paramount+ roll out dynamic ad units for personalised storytelling in premieresIndia becomes a Connected TV laboratoryOmnicom's ambitions extend well beyond North America.In India, Omnicom Media recently partnered with JioStar and Whisper World to launch a unified in-content advertising solution spanning linear television, OTT platforms and Connected TV.The initiative debuted with Beiersdorf's NIVEA India and enables brands to integrate contextual advertising directly into entertainment programming across television and JioHotstar using shared audience intelligence and contextual signals.Rather than planning television, streaming and Connected TV separately, advertisers can execute campaigns across all three environments through a single framework.The launch comes as India's Connected TV ecosystem reaches meaningful scale, driven by rising smart television adoption, affordable broadband, premium sports streaming and the rapid expansion of ad-supported streaming services.For Omnicom, India is becoming more than a growth market. It is emerging as one of the industry's most important testing grounds for converged television advertising.Read more: Omnicom Media, JioStar roll out cross-screen in-content ad solutionBuilding the infrastructure behind Connected TVEach announcement addresses a different challenge facing Connected TV advertising.Disney focuses on sequential storytelling.NBCUniversal brings contextual intelligence.Netflix introduces AI-powered creative integration.Roku, Amazon and VideoAmp tackle measurement.JioStar demonstrates how these capabilities can be deployed at scale in one of the world's fastest-growing streaming markets.Collectively, however, they reveal something much larger.Omnicom is attempting to transform Connected TV from a premium video channel into a fully integrated advertising platform where audience identity, contextual intelligence, AI-generated creative, commerce signals and cross-screen measurement work together.That represents a fundamental shift from traditional television buying, where campaigns were planned around programmes, ratings and demographics.In Omnicom's vision, television increasingly becomes another addressable digital medium—one where advertisers can optimise campaigns in real time, personalise creative experiences, measure business outcomes across devices and continuously improve performance through artificial intelligence.The bigger pictureThe race for Connected TV is no longer about persuading advertisers to move budgets from linear television to streaming.That transition is already well underway.The new competition is over who builds the technology, data and measurement infrastructure that powers advertising inside those streaming environments.With partnerships spanning Disney, NBCUniversal, Netflix, Roku, Amazon and JioStar, Omnicom is making a clear bet that the future of premium television advertising will be defined not simply by where consumers watch, but by how intelligently brands can reach them once they are there.As streaming becomes television's default distribution model, the companies building that infrastructure may ultimately shape the next era of advertising.Read: Omnicom Media unveils Netflix ad partnership blending AI, data and content