Omnicom Media and Disney Advertising have launched a CTV advertising solution, supported by Innovid, to enable sequential ad storytelling and improve frequency management. The platform uses audience identity verification and AI-driven content analysis to deliver personalized creative sequences across VOD and live streaming experiences.
The partnership directly addresses 'negative reach,' where excessive ad repetition erodes brand perception. By enabling sequential storytelling in live sports and VOD, Disney and Omnicom are upgrading the CTV tech stack to mirror the narrative capabilities of digital display but at the scale of premium video. This shift signals a maturation of streaming ad tech from basic frequency capping to sophisticated session management. For the ecosystem, it forces a higher standard for creative diversity, as advertisers will now need multiple assets per campaign to fully utilize the sequencing logic. Industry participants should track whether the Home Depot and State Farm pilot programs show higher conversion rates compared to standard high-frequency rotation.
Disney Advertising has been building out its data and programmatic infrastructure to support advanced ad formats like sequential storytelling. In January 2025, Disney launched Disney Compass at CES, a unified data platform giving advertisers access to first-party data across Disney properties and partner vendors, with initial integrations including VideoAmp, Affinity Solutions, LiveRamp, and Snowflake. The platform provides reach-curve analysis and cross-campaign reporting, capabilities that underpin the frequency management and audience verification required for the sequential ad product announced with Omnicom.
By June 2025, Disney Compass had expanded significantly. Disney integrated its Real-Time Ad Exchange with Amazon DSP, enabling advertisers to combine Amazon commerce insights with Disney's streaming inventory, and the platform had been activated with all five holding companies, including Omnicom Media Group. Disney Compass measured nearly 1,500 campaigns in the fiscal year, with five measurement vendors (Affinity Solutions, EDO, Innovid, Snowflake, and VideoAmp) integrated in an always-on fashion. The same Marketing Dive report noted that Disney's Magic Words contextual solution sits at the heart of a separate Omnicom and Disney partnership around live sports, indicating multiple concurrent collaboration tracks between the two companies.
Omnicom has separately invested in data and commerce capabilities that complement its Disney sequential advertising work. Omnicom acquired Flywheel Digital for $835 million in October 2023, adding ecommerce data and retail media services to its Omni metadata platform. Flywheel contributed aggregated, non-PII product sales data that layered on top of Omnicom's existing audience and behavioral datasets, strengthening the agency's ability to close the loop between ad exposure and purchase outcomes, a capability relevant to measuring sequential campaign effectiveness for clients like Home Depot and State Farm.
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