Omnicom Media Partners with NBCUniversal on Adaptive CTV Ads

Omnicom Media and NBCUniversal have launched Dynamic Contextual Content, a connected TV product that changes which version of an ad runs based on the streaming content around it. The tool can keep adjusting creative while a campaign is live, rather than locking a brand into one fixed spot.

Announced at Cannes Lions, the companies said their new Dynamic Contextual Content solution combines audience and performance data from Omnicom's Acxiom identity platform with NBCUniversal's content metadata. The result is a system that lets advertisers serve different versions of the same campaign depending on the show, episode, or viewing environment.

CTV advertising has given brands precise audience targeting across streaming, but the creative in those buys has typically stayed fixed once a campaign goes live. Omnicom Media and NBCUniversal co-developed DCC to vary that creative by content environment. The product is in beta now, with U.S. availability expected by the end of 2026.

How It Works

Advertisers can prepare multiple versions of an ad before a campaign begins instead of running a single creative across every streaming placement.

Acxiom audience data is paired with NBCUniversal's metadata to identify the shows, episodes, scenes, and content environments that matter most for a campaign. Advertisers can then assign different creative versions to those viewing moments.

Those creative versions are produced through Omnicom Production's AI-powered content engine. As campaigns continue running, performance data is used to determine which creative performs best in different content environments. The system can then adjust which version is delivered without requiring advertisers to stop and relaunch the campaign. Omnicom says the approach moves brands from fixed creative assets to in-flight optimization.

The performance insights are also integrated into Omnicom's Omni Video Content platform, allowing brands to see which combinations of contextual signals and creative versions are contributing to their campaign objectives.

Megan Pagliuca, Chief Product Officer at Omnicom Media, said most CTV advertising is still delivered without regard for the context around it, and that the collaboration is meant to help brands deliver relevance within the moments that matter most.

What It Changes for Advertisers

For an advertiser, DCC reframes a streaming buy from a single locked spot into a set of creative variants tied to content signals. Omnicom's example is a travel brand running across NBCUniversal summer-travel programming, with its creative adapting mid-flight toward the better-performing environment. Decisions that once meant choosing one ad for a whole campaign become continuous adjustments measured against performance.

The launch fits a wider 2026 push to treat CTV as a performance and creative channel rather than a way to buy reach at scale. Omnicom used Cannes this year to reveal a run of streaming partnerships, including a first-time Netflix deal, positioning its audience data and AI creative production as its edge in the contest for streaming budgets.

The DCC work pairs that data with a single programmer's content library, so its reach for advertisers will depend on how far the model extends beyond NBCUniversal inventory.