Omnicom and YouTube launch precision targeting for live content ads

At this year’s Cannes Lions International Festival of Creativity, Omnicom Group closed out a week of strategic announcements by revealing a new partnership with YouTube aimed at reshaping how brands engage with livestreaming audiences.

The collaboration enables Omnicom clients to directly target high-traffic YouTube Live content — including sports, gaming, entertainment, and e-commerce streams — with custom advertising strategies. Previously, live content on YouTube was bundled into broader ad packages, limiting brands’ ability to create campaigns tailored specifically for real-time content. The new approach offers more granular control and audience alignment.

Starting with a beta launch in the U.S. this July, the program will later roll out globally. The activation process begins with Omnicom Media Group’s proprietary Omni platform, which identifies audience segments for clients. These segments are then matched with top-performing YouTube Live channels and influencers, allowing brands to deliver timely messaging synced with live content.

The system also integrates with Omni’s Influencer Discovery Agent, an AI-driven tool that aggregates performance insights from various platforms. As data flows back into Omni, the tool continuously refines its understanding of influencer behavior and effectiveness, particularly in live environments.

Clarissa Season, chief experience officer at Annalect — the division overseeing the Omni platform — emphasized the integration of live behavioral signals to enhance influencer targeting. “We’re using real-time signals to map influencer compatibility with brand audiences more precisely than ever before,” she said.

The initiative aligns with Omnicom’s broader strategy around live media, which has included recent partnerships with Meta, Walmart, and X. Megan Pagliuca, OMG’s chief product officer for North America and the architect of the live strategy, positioned YouTube Live as a critical battleground for brands seeking immediate consumer engagement. “Developing live content strategies gives marketers an edge — it’s no longer optional,” she said.