Omnicom Media Group is set to redefine its approach to search marketing with innovative partnerships announced at this year’s Consumer Electronics Show (CES) held in Las Vegas. Recognizing the transformative nature of search and the rapid evolution of artificial intelligence, this initiative aims to equip clients with advanced tools for optimizing their marketing strategies.
The spotlight of the initiative is on two major products developed through the partnership with tech giant Google. The first, known as the Share of Voice planning solution, utilizes Google's Gemini AI to give brand managers enhanced visibility over their market position. According to sources familiar with the development, this tool provides planners with real-time data on their brand's demand share compared to competitors, enabling targeted marketing strategies.
Megan Pagliuca, chief product officer at Omnicom Media Group, explained, "These capabilities are not only going to improve search as it exists today, but it’s also going to be eligible on AI overview, so it helps prepare clients for search as it evolves." This reflects OMG's commitment to adapting to changing market dynamics and ensuring clients remain competitive.
The second significant offering is the Next Generation Search Agent, which is integrated within Omnicom's operating platform, Omni. Building upon insights from the Share of Voice tool, this agent formulates new keyword strategies and audience targeting recommendations, streamlining the process for brands aiming to maximize their digital footprint.
"For brands to see, are you ahead of the curve or behind the curve with brand demand, is incredibly powerful and something we’re able to fully bring to Omni," stated Michael Sondak, SVP and head of search at OMG. This sentiment reinforces the urgency for brands to leverage available data to stay relevant as search behaviors evolve.
The integration of generative AI capabilities also shapes the future of search marketing. Plans to incorporate creative outputs aligned with the recommendations from the Next Generation Search Agent highlight the dual focus on analytical insight and creative strategy, allowing clients to craft compelling narratives across Google’s advertising platforms.
Oliver Parker, VP of global generative AI at Google Cloud, highlighted the evolutionary role of AI, stating, "Today, generative AI is already helping brands find and connect with their customers, making it one of the best tools in a company’s marketing toolkit." This collaboration with Google not only enhances OMG's service offerings but also positions them as leaders at the intersecting paths of creativity and technology.
Several brands are already gearing up to utilize these innovative tools, including Cox Automotive, which oversees Autotrader. Yana Kershteyn, associate VP of marketing for Cox Automotive, remarked, "We believe Omnicom’s work with Google’s Gemini offering will help Autotrader deliver competitive advantage across the search canvas and look forward to partnering on this next phase of search marketing, asset creation, and insight development." This statement underlines the potential ripple effect these advancements will have across various industries, fostering greater collaboration between technology and marketing strategies.
Overall, Omnicom Media Group’s initiative at CES encapsulates their strategic foresight and commitment to integrating cutting-edge technology to meet the needs of modern marketers. With search behaviors continually shifting and AI becoming more prevalent, these partnerships reflect not only innovative thinking but also the urgency for brands to adapt and thrive.