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.
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Making streaming advertising smarter
In 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…