# STUDY FROM OMNICOM MEDIA INTELLIGENCE INTRODUCES "CONNECTED CONTENT" AS A NEW FRAMEWORK FOR DRIVING ADVERTISING EFFECTIVENESS

- Link: https://www.thailand-business-news.com/pr-news/study-from-omnicom-media-intelligence-introduces-connected-content-as-a-new-framework-for-driving-advertising-effectiveness
- Published: 2026-07-01T19:00:00+07:00
- Author: PR Newswire

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**Approach springs from report revealing what US consumers expect from advertising,
and how they punish brands that don’t deliver

NEW YORK, July 1, 2026 /PRNewswire/ — A new Market Intelligence study from Omnicom
Media Intelligence, the research arm of Omnicom Media, introduces a new strategic
framework designed to help marketers navigate an increasingly fragmented media landscape
and improve advertising effectiveness by creating more relevant, adaptive, and contextually
connected brand experiences.

The study – [_Connected Content: The Force Multiplier for Maximizing Brand Influence_](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=2541759176&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fwhitepaper%2Fom-intelligence-connected-content-gated-page-us%2F&a=Connected+Content%3A+The+Force+Multiplier+for+Maximizing+Brand+Influence)_–
_lands as traditional content-at-scale approaches built around a single hero asset
and adapted across channels are struggling to keep pace with the realities of consumer
attention that is increasingly divided across platforms, devices, formats, creators,
AI-powered discovery tools, and commerce environments.

Backed by consumer research^(1), the study offers a stark warning for brands: continuing
to rely on static creative models is contributing to advertising fatigue, diminished
attention, and weaker brand outcomes, as evidenced by the insights:

**_Advertising quality matters _** 

 ◦ 80% of consumers say a bad ad is worse than no ad at all.
 ◦ 51% say a poor advertising experience reflects more negatively on the brand than
   on the platform carrying the ad.
 ◦ 49% say a better advertising experience would improve their perception of a brand.
 ◦ 30% say an improved advertising experience would increase their likelihood to
   purchase.

**_Context and relevance drive engagement _**

 ◦ 76% connect more strongly with ads that are relevant to the content they are 
   consuming.
 ◦ 76% appreciate when brands tailor creative to specific platforms and environments.
 ◦ 78% say they feel connected to ads that appear at the right moment.

**_Connected storytelling influences outcomes_**

 ◦ 40% say sequential storytelling makes them more likely to purchase from a brand.
 ◦ 37% say connected storytelling increases their likelihood of recommending a brand.

**_Utility and relatability strengthen brand connections_**

 ◦ 87% say useful information helps them connect with advertising.
 ◦ 84% connect with ads that feel relatable to their lives and experiences.

"Consumers no longer experience brands through linear campaigns," said Joanna O’Connell,
Chief Intelligence Officer, Omnicom Media Group. "They move fluidly between streaming
platforms, social media, creators, commerce environments, AI-powered discovery tools,
and real-world experiences. Connected Content reflects that reality. It’s a framework
for creating advertising that fits the moment, fits the environment, and ultimately
builds stronger consumer relationships over time."

**What Is Connected Content?**

Connected Content is a new creative and media paradigm that treats content not as
a finished asset deployed into market, but as part of an adaptive ecosystem that
continuously learns and evolves across touchpoints, aligning creative messaging,
media context, consumer mindset, and platform dynamics to create stronger cumulative
influence over time.

Rather than relying on consistency alone, the framework emphasizes content continuity–
ensuring consumers experience a connected, relevant brand narrative across platforms,
formats, and moments throughout their decision-making journey.

Connected Content in action means the ability to optimize a brand’s content not 
only to the audience, but also to the platform, and the context. The approach is
enabled by AI-powered orchestration across an integrated marketing ecosystem, combining
creative development, media strategy, audience intelligence, production systems,
optimization, and performance learning into a connected operating model designed
to maximize both immediate engagement and long-term brand influence.

The implications for marketers are clear: brands need to **_reframe their messaging
around continuity,_** **_rather than consistency_**; focus on **_additive and augmentative
vs interruptive_** experiences; **_bring media, creative, production, commerce, 
and measurement teams together earlier_** in the planning process to create these
more connected experiences; use audience intelligence, contextual signals, and performance
data to **_continuously refine creative experiences_** and **_design for cumulative
influence_**, measuring success  not only through immediate engagement but also 
through the **_long-term impact of connected brand experiences. _**

**Building the Framework **

The Connected Content research has provided the impetus for a suite of first-to-
market advertising solutions that Omnicom Media Group unveiled last week during 
the 2026 Cannes Lions International Festival of Creativity.

Co-developed in partnership with Disney[, NBCUniversal](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=725336468&u=https%3A%2F%2Fwww.prnewswire.com%2Fnews-releases%2Fomnicom-media-and-nbcuniversal-launch-dynamic-contextual-advertising-solution-to-redefine-creative-performance-in-ctv-302810797.html&a=%2C+NBCUniversal),
[Netflix](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=1048308625&u=https%3A%2F%2Fwww.prnewswire.com%2Fnews-releases%2Fomnicom-media-becomes-netflixs-first-data-collaboration-partner-for-ai-powered-ad-creatives-302806436.html&a=Netflix)
and [Paramount](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=1076309630&u=https%3A%2F%2Fwww.prnewswire.com%2Fnews-releases%2Fomnicom-media-and-paramount-introduce-dynamic-streaming-fixed-ad-unit-to-power-personalized-storytelling-across-premiere-week-programming-302808939.html&a=Paramount)
in the US; and with [Amazon](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=2645421434&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fomnicom-media-showcases-enhanced-audience-strategy-with-acxiom-in-collaboration-with-amazon-ads-anz%2F&a=Amazon)
in Australia[, AdAlliance](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=718315570&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fad-alliance-omnicom-how-to-adapt-tv-commercials-live-to-the-program%2F&a=%2C+AdAlliance)
in Germany, [JioStar](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=3794000280&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fomnicom-media-india-and-jiostar-introduce-unified-in-content-advertising-program-across-linear-tv-ott-and-ctv-for-nivea-india%2F&a=JioStar)
in India, and [Tesco](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=3820136241&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fomnicom-and-tesco-media-to-use-real-time-data-to-affect-in-store-creative%2F&a=Tesco)
in the UK, the innovations translate the study’s findings into real-world applications
designed to help brands deliver more personalized, seamless, and contextually relevant
advertising experiences. Collectively, the solutions demonstrate how Connected Content
principles can be activated at scale—enabling brands to align creative, media, audience
signals, and platform context in ways that enhance consumer experience while driving
stronger business outcomes**.**

The study is part of Omnicom Media Intelligence’s ongoing research agenda exploring
the future of advertising effectiveness, consumer influence, media innovation, and
emerging technologies. The research examines how evolving consumer behaviors, media
environments, and AI capabilities are reshaping the relationship between brands 
and audiences; and identifies new frameworks for sustainable growth.

In addition to the US report, local market versions of _Connected Content: The Force
Multiplier for Maximizing Brand Influence_ supported by in-country research have
been published across [EMEA](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=1738170433&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fwhitepaper%2Fconnected-content-the-force-multiplier-for-maximising-brand-influence-emea%2F&a=EMEA)
[, APAC,](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=656666144&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fwhitepaper%2Fom-intelligence-connected-content-gated-page-apac%2F&a=%2C+APAC%2C)
[LATAM](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=674890056&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fwhitepaper%2Fom-intelligence-connected-content-gated-page-latam%2F&a=LATAM)
and in [Canada.](https://edge.prnewswire.com/c/link/?t=0&l=en&o=4723431-1&h=2870571053&u=https%3A%2F%2Ftransform.omnicommedia.com%2Fwhitepaper%2Fom-intelligence-connected-content-gated-page-canada%2F&a=Canada.)

**CONTACT: **[isabelle.gauvry@omc.com](https://www.thailand-business-news.com/pr-news/isabelle.gauvry@omc.com)

**ABOUT OMNICOM MEDIA**

Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, is the world’s largest
global media management network. Powered by the Omni Intelligence Platform, Omnicom
Media agencies leverage $75.6 billion in billings, 40,000+ specialists across 70
+ markets, and the industry’s most powerful portfolio identity, commerce, and intelligence
assets to design dynamic Growth Ecosystems that enable the world’s most ambitious
businesses to grow faster and smarter. The Omnicom Media portfolio includes global
media agency brands OMD, Initiative, PHD, UM, Hearts & Science, and Mediahub; core
Omnicom Integrated Media offerings Acxiom, the world’s premier identity solution,
and the Flywheel digital commerce practice; and specialty services across the cloud
consulting, creator, financial, healthcare, and sports & entertainment categories.

^(1) Online survey of 1,178 US adults aged 18-72 (US Census Rep); March 27th – April
2nd, 2026

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**Read the original article :** [STUDY FROM OMNICOM MEDIA INTELLIGENCE INTRODUCES "CONNECTED CONTENT" AS A NEW FRAMEWORK FOR DRIVING ADVERTISING EFFECTIVENESS ](http://www.prnasia.com/story/archive/4996102_AE96102_0?rand=184833)