Omnicom Public Relations Group Introduces Industry’s First Analytics Platform to Validate Impact of Earned Media on Brand Sales

The new omniearnedID ™ platform empowers communications leaders to demonstrate ROI  of earned media.

NEW YORK, Jan. 21, 2021 /PRNewswire/ — Communicators and marketers have long sought a solution for the problem of evaluating the effectiveness of earned media on business outcomes with the same precision as paid media. That is now possible with the launch of Omnicom Public Relations Group’s (OPRG) patent-pending precision communications platform, omniearnedID™.

“Being able to consistently link earned media to sales is a game changer, not just for PR, but a company’s entire marketing picture,” said Erin Lanuti, chief innovation officer at OPRG. “For decades, communications leaders have been looking for ways to better understand their audiences and to create more precise programs at scale. We developed omniearnedID to give brands a serious edge through using data to connect the valuable PR-driven earned results back to the business.”

OmniearnedID marks a significant step forward for public relations, transforming communications from insights to strategy to creative and, ultimately, to outcomes. The platform provides valuable, anonymized information about the individuals who are consuming and reacting to a brand’s earned media content and links them to measurable business impacts, such as sales and brand reputation. With this intelligence, brands can measure campaign effectiveness and refine future earned content and channel strategies.

Built on Omnicom’s precision marketing and insights platform Omni, omniearnedID brings together OPRG’s unparalleled global communications expertise with dozens of top-tier data sources and unmatched technology from Omni. It can be applied to any industry such as consumer packaged goods, technology or health and wellness, as well as any communications discipline, including corporate reputation, crisis communications and influencer relations.

“When we launched Omni more than two years ago, the platform was designed to be distributed across Omnicom and not siloed in any one agency or network,” said Jonathan Nelson, CEO, Omnicom Digital. “By migrating OPRG to the group’s Omni platform, we are able to leverage data and directly link social to sales.”

While other analytics offerings in the public relations industry are limited to tracking individual metrics such as coverage, reach or engagement results of communications campaigns, omniearnedID was designed to solve specific challenges that have long confronted the earned media side of marketing and communications, including:  

  • Proving the impact of earned media based on sales and brand health; 
  • Quantifying the business impact of influencer campaigns; 
  • Assessing the reach of a potentially damaging article or blog post; 
  • Analyzing anonymized information about who is consuming earned media; and 
  • Understanding current cultural trends and predicting future trends.

The omniearnedID platform is designed to comply fully with global data privacy regulations. 

For more information on omniearnedID, please visit www.omniearnedID.com.  

About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, global health strategy and corporate social responsibility. It encompasses more than 6,300 public relations professionals in more than 370 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group includes Fleishman Hillard, Ketchum, Porter Novelli and Marina Maher Communications and is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.

About Omnicom Group Inc.
Omnicom Group (NYSE: OMC) is a leading global marketing and corporate communications company.  Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 70 countries. Follow us on Twitter for the latest news.

SOURCE Omnicom Public Relations Group

OpenAP Launches Supply-Side Platform to Surface Available TV Advertising Inventory for Buyers, Brings Transparency and Visibility to Marketplace

New SSP provides access to premium array of national linear inventory, enabling buyers to build media plans using accurate and real-time marketplace data

Interoperability of APIs adds workflow automation to planning and buying by connecting directly to buyside tools, delivering on the needs of advertisers for more control of cross-publisher optimization within existing workflows

Omnicom Media Group becomes the first agency to integrate its in-house tool, Omni, in new partnership with OpenAP

NEW YORK, Jan. 11, 2021 /PRNewswire/ — OpenAP, the advanced advertising company bringing simplicity and scale to audience-based campaigns in television, today announced the launch of its new supply-side platform (SSP) that provides advertisers access to available linear inventory from TV publishers. The launch delivers on requests from advertisers for more transparency and visibility of the TV marketplace and maximizes investments buyers and sellers have made in data and technology by enabling more sophisticated buying of advanced TV across premium viewing environments. 

Built on APIs, OpenAP’s SSP now provides approved buyside tools the ability to access and retrieve available inventory from across the largest footprint of national TV publishers. Once integrated, buyers log into their existing systems to plan and buy media through an automated workflow using accurate and standardized information on audiences and inventory avails. Buyers build optimized plans by selecting networks and dayparts based on inventory that has been supplied by the sellers, then configure a plan by selecting cross-publisher media using their own optimization processes. Forecasted reach and frequency are provided for plans and resulting orders are sent to participating TV publishers. Each publisher reviews and confirms orders and provides final media plan to the buyer. The integration enables the buying process to take place within a brand or agency’s existing system, adding valuable workflow standardization and automation for buyers to control cross-publisher optimization.

As marketers continue to invest in data and technology, this announcement signals considerable efforts made by both advertisers and TV publishers to maximize and accelerate those investments. OpenAP represents the largest cross-publisher footprint of inventory avails accessible to buyers in one environment, including AMC Networks, Fox Corporation, NBCUniversal, Univision and ViacomCBS, with inventory coming soon from A+E Networks and The Weather Channel. Combined inventory will reach virtually all U.S. households. 

Omnicom Media Group (OMG), the media services division of global marketing communications holding company Omnicom Group Inc. (NYSE: OMC), is the first agency to enable a full integration of its in-house platform – the Omni marketing operating system – with OpenAP, enabling real-time sourcing of inventory avails and centralized linear media buying through the platform. The integration with Omni launched in January, with rollout testing across OMG agencies to take place in Q1-Q2 of the 2021 calendar year.

Commenting on the launch Matthew Kramer, managing director of advanced advertising at Omnicom Media Group North America, said: “Delivery against advanced audiences within the linear TV space is the goal. Connecting Omni to OpenAP marks a significant step towards automation of traditional TV by bringing more speed, efficiency and visibility to TV inventory, enabling more flexibility and accountability in this medium.” 

David Levy, chief executive officer at OpenAP, said: It takes partnership from all sides to truly drive the entire industry forward. Making our technology interoperable with existing buyside tools and providing this granular level of inventory awareness is a direct result of the feedback we received from our Advertiser Advisory Board and agency partners. By enabling this new way to buy alongside agency planning capabilities, we are ultimately fueling a more vibrant ecosystem for advanced advertising. We’re grateful for our publishers and partners at OMG who have remained firm in their commitment of investing in and building more sophisticated ways to buy and sell premium TV advertising.” 

Access to supply via OpenAP is granted through OpenAP’s API Gateway, which ensures data is transferred safely between OpenAP and approved buyside platforms. As an open and agnostic platform, OpenAP is able to integrate with agency optimization tools. VideoAmp – the software and data platform that specializes in the measurement and optimization of media investments across linear TV, OTT, digital and walled gardens – is the first partner to integrate with OpenAP as OMG’s preferred vendor. Additional integrations will be explored based on client demand. 

For more information, contact us at https://www.openap.tv/contact-us

About OpenAP
OpenAP is the advanced advertising company bringing simplicity and scale to audience-based campaigns in television. Powered by a standards-based approach to data activation, our platform enables advertisers to onboard advanced audiences centrally for use in planning, campaign execution and measurement across any TV publisher in both linear and digital viewing environments. OpenAP offers access to the largest footprint of premium video advertising, with buyers now able to build optimized plans using real-time marketplace data on available TV inventory from participating publishers. Our technology is open and interoperable, delivering workflow automation and efficiencies on advanced audience campaigns for agencies, brands and publishers. For more information, visit www.openap.tv and follow @OpenAPTV on Twitter and LinkedIn.

About Omnicom Media Group
Omnicom Media Group (OMG) is the media services division of Omnicom Group Inc. (NYSE: OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries. Omnicom Media Group includes the full-service media networks Hearts & Science, OMD and PHD; the Annalect Group data and analytics arm; performance marketing agency Resolution; and sports media and marketing group Optimum Sports.  

SOURCE OpenAP

Related Links

https://www.openap.tv

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