Omnicom Media and c launch personalised streaming ad solution

MUMBAI: Ad breaks may soon stop feeling like déjà vu. Instead of serving the same commercial on repeat, brands are now being handed a chance to tell a story one chapter at a time. Omnicom Media has partnered with Disney Advertising to introduce a new advertising solution designed to replace repetitive streaming commercials with sequential, personalised storytelling that evolves throughout a viewer’s session.

The offering combines Disney’s identity graph, Acxiom’s data capabilities, Omni’s measurement platform and Innovid’s creative sequencing technology, enabling brands to deliver coordinated ad narratives across both video-on-demand and live programming environments.

Already live in the US, the solution is set to expand across Europe and Latin America later this year. It is built on a multi-party clean room measurement framework, allowing advertisers to analyse campaign performance while maintaining data privacy standards.

The move addresses one of streaming’s biggest frustrations, seeing the same advert repeatedly during a single viewing session. Instead, advertisers can now serve different creative executions in sequence, with each exposure building on the previous one to create a more cohesive narrative and deeper audience engagement.

Early adopters include The Home Depot and State Farm, which are using the platform to deliver more dynamic and contextually relevant campaigns across Disney’s streaming inventory.

According to Disney Advertising senior vice president of addressable sales Jamie Power, the approach shifts advertising away from repetition towards progression, enabling brands to introduce new ideas and deepen engagement with every exposure rather than relying on a single message.

The strategy is particularly relevant for live programming, where audience attention levels tend to be higher. As streaming platforms increasingly compete for viewer engagement, advertisers are looking for ways to make commercial breaks feel less intrusive and more meaningful.

Beyond the viewing experience, the system also creates a feedback loop between campaign performance and creative development. Insights generated through the platform can be used by Omnicom Production to refine future advertising assets, helping brands continuously optimise their storytelling approach.

The partnership reflects a broader shift in digital advertising, where personalisation is moving beyond audience targeting to creative delivery itself. In an era of fragmented attention spans, the industry is betting that a well-told story may prove more powerful than simply repeating the same message louder and more often.