Omnicom Media Intelligence is spotlighted in a new Digiday feature for its latest study, Connected Content: The Force Multiplier for Maximizing Brand Influence, which argues that the connected TV advertising experience is failing consumers by over-relying on repetitive, interruptive creative while underutilizing contextual relevance. Based on consumer research, the report found that 80% of viewers believe a bad ad is worse than no ad at all, 76% feel a stronger connection to ads that align with the content they are watching, and 40% are more likely to purchase from brands that use sequential storytelling.
The findings reinforce that consumers are not opposed to advertising itself—they are frustrated by poor experiences that diminish both the viewing experience and brand perception.
The research also outlines a blueprint for how marketers can improve advertising effectiveness in today’s fragmented media landscape. Omnicom Media Chief Intelligence Officer Joanna O’Connell and Chief Product Officer Megan Pagliuca posit that the industry has become overly focused on audience targeting at the expense of content context.
The report recommends shifting from repetitive campaigns to connected, sequential storytelling; balancing audience intelligence with contextual signals; creating advertising that adds value rather than interrupts; integrating media, creative and production teams earlier in the planning process; using AI to dynamically optimize creative; and measuring cumulative brand influence instead of only short-term performance metrics. Together, the findings provide the strategic foundation for a series of new Omnicom innovations and partnerships being unveiled at Cannes Lions that are designed to deliver more relevant, personalized and effective connected TV advertising.