Omnicom Media has partnered with in-content advertising platform Rembrand to enable brands to plan and activate in-content placements across premium streaming inventory from multiple major media companies. The collaboration provides Omnicom's Content Collective first access to Rembrand's AI-powered VISTA platform, which scans publisher content to identify scenes for ad insertion. The capability uses Acxiom audience data to match relevant programming with available in-content opportunities. Omnicom research found 65% of US consumers avoid advertising to some degree. When paired with traditional video ads, in-content advertising drove 5.5 times higher message recall and four times increase in purchase intent. The partnership aims to bring previously bespoke in-content advertising arrangements into a common planning framework, allowing brands to reach audiences without creating interruptions.

Omnicom Media and Rembrand partner to evolve in-content ad placements. Keep up to date with Digiday's annual coverage of Advertising Week in New York. More from the series Fresh off research showing that ad avoidance isn't just limited to a set of consumers disgruntled with marketers' messaging, especially across the TV spectrum, Omnicom Media has partnered with in-content advertising platform Rembrand to craft what it's calling a first-to-market capability that lets brands identify, plan and activate in-content placements across first-look premium streaming inventory. Although the holding company is still negotiating with several media companies with streaming services, Digiday has learned that the holding company's media agency network is in negotiations with several media companies with streaming platforms, but couldn't name any due to last-minute negotiations. Together, they plan to make use of Rembrand's VISTA platform, an in-content insertion system using AI that scans publisher content to identify scenes that can be monetized. The aim is to scale in-content advertising beyond one-off instances. Omnicom Media's Content Collective, which is the company's branded content center of excellence, then works up the ad placements into content. "We try to figure out where does a brand have permission to play, and then we build the experience from there," said Anna Castro, executive director of Content Collective. Product placement used to be "manual, and you couldn't really do it at scale in the way that this evolution with Rembrand is now at. [Omnicom works] to identify those shows and programs our audiences are disproportionately engaging with, and then we work with the the publishers and streamers to find the the right content spaces." The process unfolds with Omnicom Media using its RealID audience identification product within Acxiom matched with streamers' viewership data to pick the right shows for a brand. That's then mapped against in-content ad opportunities in VISTA. It can often be added onto more traditional ad buys as a means of enhancing those by virtue of being in-content. For example, a packaged goods client could end up being inserted into an episode of a cooking reality show - after the show has been produced and shot. That advertiser then advertises in ad pods - and both reinforce each other. Although that idea isn't new, the ability to do so post-production is. Megan Pagliuca, Omnicom Media's chief product officer for North America, pointed out that this partnership represents the first time a tool like this has been incorporated directly into Omnicom's Omni operational system's workflow. "This is the first time this capability has been used by the buy side. It has historically been a sell side technology," she said. "We've also secured unique inventory that hasn't been accessed this way before" from multiple publishers with streaming services, although she declined to identify them at press time. "In-content advertising has always offered brands the opportunity to show up within content people have actively chosen to watch," added John Sedlak, Rembrand's CRO. "Our collaboration with Omnicom Media makes those opportunities easier to identify, plan and activate across premium streaming, bringing a new level of scale and consistency to the category." Keagan McDonnell, Omnicom Media's head of partner innovation and strategic initiatives for North America, added that the tech "helps you identify the places that we're able to seamlessly integrate, and it's important to understand. There's this idea of virtual product placement, but in-content advertising really spans more than just the traditional idea of virtual product placement." OM client Cox Auto has already raised its hand to learn more about the new capability. "We're always eager to learn how we can leverage new, scalable and organic ways to reach our customers within premium content," said Jillan Davis, director of marketing technology at the company (which owns Auto Trader and Kelly Blue Book). McDonnell explained that Omnicom Media is looking to use the tech with what it considers premium content. "The higher the perception of the quality of the show, the more impactful the in-content advertising is," he added. "This idea of us working with the streamers and bringing on newer, higher quality content that we were getting access to is very important because it actually drives outsized impact to just standard in-content advertising." Omnicom Media's Partner Intelligence team conducted research with Rembrand to evaluate the effectiveness of in-content advertising, finding that, when paired with traditional video ads, the formats drove a 5.5 times increase in message recall, and a 4x increase in both purchase intent and perceptions of the brand as premium. So is Omnicom Media charging a premium rate for this offering? Pagliuca would only say that "while we think we have appropriate rates around this that are different by network, this is still a bit of a nascent capability. As as we scale the volume, we then can also get more rate discounts."

Kochava unveils creative services workspaces on StationOne. StationOne connects marketing's critical operations into a single, open, collaborative platform designed for creative excellence and team-wide productivity. Kochava, the real-time data solutions company for omnichannel outcomes, has announced the expansion of StationOne by Kochava with new, purpose-built workspaces for marketers and creative professionals, powered by top AI partners Higgsfield, Luma, and Spaceback by Rembrand. The announcement signals a new era of creative workflow: one where campaign assets are not just rapidly produced and adapted, but strategically optimised for every segment, every screen, and across every channel - unlocking new value for creative teams and marketers alike. The New Creative Imperative: Speed, Fidelity, and Human Focus Modern campaigns demand unmatched speed, personalisation, and creative excellence - yet creative leads and teams are still too often burdened with busy work, manual resizing, and repetitive adaptation for dozens of formats and audiences. With StationOne's new workspaces, all that changes. By seamlessly integrating industry-defining creative tools from Higgsfield, Luma, and Spaceback by Rembrand, StationOne synthesises model-driven creative iteration directly into the workflows of activation and optimisation. "Our vision for StationOne is simple: unlock creative possibilities, eliminate repetitive barriers, and amplify what human teams do uniquely well," said Charles Manning, CEO at Kochava. "With these workspaces, AI doesn't replace creativity - it embeds it into accelerated ad operations workflows natively." Higgsfield: Unmatched Customisation, Effortless Asset Creation Higgsfield pushes creative boundaries further with AI-driven video and image generation built for marketers seeking distinctive, hyper-customised content. With direct integration into StationOne, creative leaders can harness Higgsfield to produce, test, and refine dynamic creative assets at scale, making true content personalisation not just viable, but effortless. "Higgsfield exists to turn every brand's vision into personalised creative at the speed and quality modern campaigns demand. Together with StationOne, we're giving creative teams a faster path from idea to finished work, with each asset built for the audience it needs to reach," said Taz Patel, Vice President of Platform Partnerships at Higgsfield. Luma: Fastest Path from Idea to Impact Luma is renowned among creative pioneers for delivering game-changing speed, model-level brand intelligence, and absolute creative control. Teams can explore ten creative directions before the morning standup and deliver fifty on-brand variants by end of day. By bringing creative generation and workflow orchestration closer together, Luma and StationOne enable teams to spend less time managing processes and more time focused on strategy, storytelling, and creative development. "Creative teams are under growing pressure to produce more content, adapt campaigns faster, and maintain brand consistency across channels. By bringing Luma's generative AI capabilities into StationOne, we're helping creatives move from concept to execution more efficiently while giving greater control over the final outcome," said Caroline Ingeborn, COO, Luma Spaceback by Rembrand: Social Creative Intelligence, Built for the AI Age Spaceback's AI-native Social Creative Intelligence platform helps marketers identify what resonates with audiences, uncover competitive opportunities, and turn those insights into high-performing creative. Through its integration with StationOne, brands can generate, activate, and measure multiple creative variants across programmatic and CTV, bringing the impact of social beyond walled gardens and from insight to activation in the same day. "Generative AI makes creativity limitless, but social shows marketers what's worth making," said David Wiener, Chief Product Officer at Rembrand. "StationOne and Spaceback turn those signals into creative that can be generated, activated, and measured across programmatic and CTV, helping marketers move from insight to outcomes faster." StationOne: The Creative Orchestration Layer Marketers Demand More than a toolkit, StationOne connects marketing's critical operations - creative, analytics, attribution, and more - into a single, open, collaborative platform designed for creative excellence and team-wide productivity. By unifying leading AI partners, StationOne offers: For Creative Leads: No more creative grunt work, endless resizing, or workflow silos. Reclaim your team's energy for strategy, concept, and inspiration - unlocking outcomes at the new intersection of human vision and intelligent automation. Sophia Bennett is a news curator at Martechvibe, covering global developments across marketing technology, digital transformation, AI, data, and customer experience trends. View More