Omnicom Media and NBCUniversal Introduce Dynamic Contextual Advertising for Streaming

Omnicom and NBCUniversal have co-developed a new connected TV advertising solution called Dynamic Contextual Content, announced in a press release. The system combines Omnicom's Acxiom audience and performance data with NBCUniversal's contextual signals to align creative messaging with specific shows and streaming environments.

Dynamic Contextual Content allows advertisers to adapt their creative assets in flight. Through AI powered production and optimization, brands can modify ads based on contextual and engagement data while campaigns are running. For example, a travel brand could adjust its messaging mid-campaign depending on which content environments perform best.

The system pairs Acxiom audience data with NBCUniversal content metadata to identify priority programs and moments. Advertisers can then map tailored creative variants using Omnicom's production engine, with performance measurement integrated into the Omni platform. This enables brands to understand which combinations of creative and contextual tags are most effective.

The new offering is currently in beta and is expected to launch in the United States by the end of the year.