CANNES,
France, June 21, 2022 /PRNewswire/ -- Omnicom
Media Group (OMG) the media services division of Omnicom Group Inc.
(NYSE: OMC) today announced a comprehensive strategic partnership
with Instacart that will deliver a wide range of benefits to
Omnicom clients, most significantly in providing new measurement
capabilities.
Making the announcement during the second day of the Cannes
Lions International Festival of Creativity, Omnicom outlined
details of the partnership, including account management, product
first-looks, and product roadmap consultation. Most notably,
Instacart is building a roadmap to work within the clean room
infrastructure of Omni - Omnicom's open operating
system which orchestrates better outcomes for clients across the
entire consumer purchasing journey - building on previously
announced partnerships with NBC & Disney for planning
and measurement in the Omni clean rooms.
With one of the largest grocery catalogs in the world, Instacart
has insight into the complete customer journey - from search
through checkout - across different touchpoints. Instacart provides
CPG brands with aggregated, anonymized and retailer-agnostic data
insights across the entire Instacart app that allows advertisers to
better understand their customers' online buying habits.
Omnicom has been a valuable partner to Instacart and this
expanded relationship will deliver real impact for the agency's
clients," says Ryan Mayward, Vice
President of Ad Sales at Instacart."
Explaining the benefits of adding Instacart to an Omni clean
room that also houses NBC and Disney data, Mayward says, "We look
forward to building a roadmap to work with Omni's clean room
infrastructure, where we'll bring our unique insights and
measurement capabilities to Omnicom clients' media investments
across NBC and Disney properties. For example, in the future, a
home cleaning supply brand can better understand how its ads on
Hulu drove purchase of its products on Instacart. We can also dive
deep on basket analysis and content consumption trends with Omnicom
to help that brand understand which products resonate most with
audiences. Our vision is to equip CPG brands with the data and
shopping insights they need to better understand their business and
identify growth opportunities."
Summing up the long-term benefits and implications of the
partnership, Omnicom Media Group Chief Activation Officer
Megan Pagliuca said, "By
collaborating on measurement and insights, Omnicom and Instacart
can help brands transform top-of-funnel, brand-building marketing
channels to outcomes-based media."
The Instacart collaboration is the second in a series of
commerce partnerships that Omnicom is announcing during the Cannes
Lions Festival. "With each collaboration, we are adding
another layer of unique capabilities to a connected commerce
offering that encompasses the totality of client investment across
all media channels, screens and environments," commented Omnicom
eCommerce CEO Frank Kochenash,
About Omnicom Media Group
Omnicom Media Group (OMG) is
the media services division of Omnicom Group Inc. (NYSE: OMC), a
leading global marketing and corporate communications company,
providing services to more than 5,000 clients in more than 70
countries. Omnicom Media Group includes full- service media
agencies Hearts & Science, OMD and PHD ; performance
marketing agency Resolution; Optimum Sports Media and Marketing;
and the Annalect data and analytics division that developed and
manages the Omni open operating system that orchestrates
better outcomes for clients across the entire consumer marketing
journey.
About Instacart
Instacart is the leading online
grocery platform in North America. Instacart shoppers offer
same-day delivery and pickup services to bring fresh groceries and
everyday essentials to busy people and families across the U.S.
and Canada. Instacart has partnered with more than 700 beloved
national, regional and local retailers, including unique brand
names, to deliver from more than 65,000 stores across more than
5,500 cities in North America. Instacart's platform is
available to over 85% of U.S. households and 90% of Canadian
households. The company's cutting-edge enterprise technology also
powers the ecommerce platforms of some of the world's biggest
retail players, supporting their white-label websites, applications
and delivery solutions. Instacart offers an Instacart Express
membership that includes reduced service fees and unlimited free
delivery on orders over $35. For more information,
visit www.instacart.com. For anyone interested in becoming an
Instacart shopper, visit https://shoppers.instacart.com/.
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SOURCE OMD