Sullivan from Omnicom Declares Behavioral Targeting as the Ultimate Goal

# **Streaming and Connected TV Investments on the Rise: Omnicom’s Strategy | Beet.TV Interview**

In this Beet.TV interview, Catherine Sullivan, Chief Investment Officer for Omnicom Media Group North America, discusses the increasing importance of streaming and connected TV in the media landscape. With major acquisitions like Disney’s acquisition of Hulu, Fox’s acquisition of Tubi, and ViacomCBS’s acquisition of Pluto, as well as the upcoming launches of HBO Max and NBC’s Peacock, there is a significant opportunity for Omnicom to leverage their investments in this space.

Sullivan highlights the potential of behavioral targeting in revolutionizing linear TV and making it more digitally-focused, enabling a smoother viewing experience for consumers. Omnicom’s partnership with Xandr, AT&T’s advanced advertising company, plays a crucial role in this endeavor. Through this partnership, major media companies can adopt the advanced linear targeting and measurement tools built by Omnicom Media and Xandr.

According to Sullivan, audience-based buying and targeting is crucial for media companies to compete for advertising dollars. Demographic CPMs are being replaced with more impactful audience-based strategies, and media companies like Omnicom are at the forefront of driving this change.

To learn more about Omnicom’s streaming and connected TV strategy, watch the full interview on Beet.TV: [Beet.TV Interview](

This video is part of a Beet.TV series titled “Audience, in Context,” presented by Xandr. For more informative videos, visit this page: [Beet.TV Videos](

**Keywords/Tags:** streaming, connected TV, Omnicom, Xandr, advertising, behavioral targeting, linear buying, audience-based buying, media companies

*Note: The transcript provided has been edited for clarity and readability.*

VIA BEETCAM– Streaming is top of mind for Catherine Sullivan, chief investment officer for Omnicom Media Group North America. Major deals are happening as legacy media companies scoop up streaming platforms – Disney’s acquisition of Hulu, Fox’s acquisition of Tubi, ViacomCBS’s acquisition of Pluto – and new streaming services are launching. In May, HBO Max will debut; on Wednesday, April 15, NBC’s Peacock platform launches.

All of that action presents an opportunity for Omnicom, which has been investing heavily in streaming and connected TV over the last few years, according to Sullivan.

“I only see that accelerating,” she tells Beet.TV during a remote BeetCam interview. “We’re excited about the opportunity to bring this all together, regardless of how a consumer is watching content. They have the ability to watch it linearly and digitally, and when you layer in behavioral targeting, that could be the holy grail in terms of getting linear to act more digitally and remove some of the friction.”

Omnicom works with Xandr, AT&T’s advanced advertising company, which is working with AMC Networks, Disney and WarnerMedia in a partnership announced in March to work toward a new linear buying and selling solution. Through that partnership, tools that Omnicom Media built with Xandr to facilitate more advanced linear targeting and measurement will be adopted by major media companies.

“They’ll be one asset for us to go push the envelope for demographic CPMs in the audience-based world,” says Sullivan of Omnicom’s work with Xandr. “Most media companies are finding new meaning, and understanding that in order to compete for the full funnel of dollars out there, they’re going to have to get into audience-based buying and targeting.”

This video is part of a Beet.TV series titled “Audience, in Context,” presented by Xandr. For more videos please visit this page.

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