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.

Connected-TV 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, and the product is in beta now, with US availability expected by the end of 2026.

How It Works

DCC pairs Omnicom Media's Acxiom audience data with NBCUniversal content metadata to identify priority shows, episodes, environments, and moments. Advertisers map different creative versions, produced through Omnicom's AI-driven production engine, to the moments where each is expected to resonate. The system then shifts toward whichever version is performing best in a given content environment. Omnicom says the approach moves brands from fixed creative assets to in-flight optimization.

Performance is measured and fed back through Omni, Omnicom's media platform, so brands can see which combinations of content context and creative version are driving their objectives. NBCUniversal frames the value as making creative optimization actionable by joining its content metadata to Omnicom's audience and performance data.

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. The company says DCC grew out of its Connected Content study, which found that streaming environments have changed faster than the creative formats and delivery systems running against them.

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.