Omnicom wraps up its Cannes Lions presence with a YouTube livestream partnership

Mere months away from closing the ultimate partnership in an acquisition of Interpublic Group (so long as the deal isn’t derailed), holding company Omnicom instead this week at Cannes Lions rolled out a series of partnerships designed to harness the power of live. 

The final of seven, Omnicom today unveiled a partnership with Google’s YouTube that lets Omnicom Media Group clients target high-traffic livestreaming content (including sports, entertainment, gaming and shopping) on the video platform, in a more specific way than it’s been able to before now, Digiday has learned. The emphasis is on live, and lets said clients activate their messaging across influencers that fit their marketing strategy — a beta test starts in July in the U.S. then expands to other regions. 

Once again, the process starts with OMG tapping its Omni orchestration platform to identify the audiences clients are looking to reach, which then gets pushed to Google and used to build lists of top performing YouTube Live channels and livestream influencers. Once identified, clients are able to react in real-time with messaging that dovetails with the live-streamer’s content. 

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