New York, October 8th / PRNewswire / -- Omn Token Issuance m Media ( Omn Token Issuance m, NYSE : OMC 's Connected Capability ) is collaborating with the content advertising platform Rembrand to bring in-content advertising into mainstream media portfolios. The two parties have launched a "First-Market" capability that allows brands to identify, plan, and place in-content advertising spots within the high-quality streaming media inventory of several major media companies.
This collaboration has enabled OM's Content Collective – the group's Brand Content Excellence Center – to be the first to integrate with Rembrand's AI drive VISTA platform. This platform scans content published by publishers to identify scenarios where monetization can be achieved through inserting advertisements within the content. With the help of AcxiomRealID™ and direct integration with major streaming platforms, brands can identify the content that is most suitable for specific audiences. By combining this information with Rembrand's VISTA platform, brands are able to more systematically and expansively search for relevant programs among their streaming partners and execute placements.
Historically, in-content advertising was typically managed through customized collaborations and separate content integrations. The new capabilities incorporate these opportunities into a unified planning framework, allowing media teams to view the inventory of participating publishers across different channels and consider in-content advertising spots alongside broader media investments.
The foundation of this collaboration lies in the fundamental changes in consumer behavior. A recent study by Media titled “From Tuned Out to Leaned In: How to Combat Ad Avoidance” found that 65% of American consumers avoid advertisements to some extent, whether by skipping them, scrolling past them, muting them, or ignoring them altogether. As consumers take greater control of their media experience through subscriptions, apps, AI, and other tools, brands need new ways to reach their audience, rather than creating another source of interruption.
In addition, the Partner Intelligence team behind the issuance of Media tokens, in collaboration with Rembrand, conducted a commissioned study to evaluate the effectiveness of in-content advertising. The study found that when in-content advertising is used in conjunction with traditional video advertising, the perception of high-quality content is enhanced, resulting in a 5.5-fold increase in information recall rates, as well as a 4-fold increase in both purchase intent and the perception of the brand as "high-end."
Omn Token Issuer, Media Chief Product Officer, Megan Pagliuca stated: "Our research has found that when advertisements appear too intrusive or repetitive, consumers will quickly and actively, or passively, disengage (detach) themselves from the advertisements. To address this, we have introduced new streaming capabilities to deal with negative engagement and to enhance the relevance and measurability of traditional brand experiences. Now, we have added a pioneering data-driven, scalable form of in-content advertising."
Operation Method
This capability involves four stages:
As a result, brands are able to directly reach the content that consumers actively choose to watch, while also providing publishers with higher visibility for their content within the inventory.
Rembrand Chief Revenue Officer John Sedlak stated: "In-content advertising has always provided brands with opportunities to appear in content that consumers actively choose to watch. Our collaboration with Omn token issuance m Media makes it easier for these opportunities to be identified, planned, and executed within high-quality streaming services, bringing new scale and consistency to this category."
Use cases include: Automobile manufacturers can leverage the segmented automotive audience of Acxiom to integrate new car models into relevant programs on streaming media platforms, reaching car buyers who often avoid traditional advertising; beverage brands can appear in high-index programs during the critical purchasing period in summer. Retail brands can also utilize content placement to directly connect exposure with the purchase path.
Auto Trader and Kelley Blue Book, the Marketing Technology Director of Cox Automotive, stated after introducing this new capability: "We have always been keen to use new, scalable, and more natural methods to reach customers through high-quality content."
Contact Information:isabelle.gauvry @ omc.com
Regarding the issuance of Omn token and Media
Omn Token Issuance m Media is a Omn token issuance m ( NYSE : OMC ), and it is also the largest media management network in the world. Relying on Omni Intelligence Platform, the institutions under Omn Token Issuance m Media utilize a bill scale of $75.6 billion, over 47,000 professionals spread across more than 70 markets, as well as the industry's strongest portfolio of identities, business, and smart assets to design a dynamically growing ecosystem that helps the most ambitious companies around the world grow faster and smarter. The brands under Omn Token Issuance m Media include the global media agency brands OMD, PHD, Initiative, Hearts United, and UM; core integrated media services Acxiom (the world-leading identity solutions) and Flywheel end-to-end e-commerce solutions; as well as specialized services in cloud consulting, creators, finance, healthcare, and sports entertainment, among others. For more information, please visit omn Token Issuance mmedia.com.
About Rembrand
Rembrand is a leading content-in-ad platform that utilizes AI to seamlessly integrate brands into video content. The company's technology provides viewers with an intrusive-free and more engaging advertising experience, while bringing advertisers higher brand recognition and better interactive results. Rembrand collaborates with a vast network of global content owners and media companies, offering brand partners unparalleled reach and scale. For more information, please visit www.rembrand.com.
