Forrester scores Omnicom Media Group the highest possible scores across Retail media, Commerce, Audience, Intelligence & Insights, Optimization, Operations, and Innovation Road Map.
It’s official: OMG is leading the industry in Future-Forward Capabilities. According to a new report from independent research and analysis firm, Forrester- one of the most trusted information sources for marketers around the globe- Omnicom Media Group leads the industry across categories that signify the future of media investment and management.
Released today, the Forrester Wave TM Global media Management Services report analyses all major media agency groups on a wide range of service offerings and capabilities. Designed to help clients select the right provider for their needs, the report assesses the media groups in four areas: Leaders, Strong Performers, Contenders, and Challengers.
To be included in the report, 30% to 75% of the media networks’ total revenue must have come from North America and at least 20% from EMEA. A minimum of 10% should also come from the Asia Pacific region. Forrester also stated that groups have a minimum of $4.5 billion in media billings.
Analysts praised the Omnicom Media Group for its focus on integrating disciplines, audience segmentation abilities and the innovative tech platforms that power their planning and activation. With the highest possible scores in six areas- Retail media, Commerce, Audience Intelligence & Insights, Optimization, Operations, and Innovation Road Map- OMG comes out on top and is one of only two providers among the seven evaluated named a “Leader”.
In an increasingly fragmented world, consumers’ purchase journeys are more complex, and OMG recognises this. Florian Adamski, CEO of Omnicom Media Group, explains that clients want to understand their agency partners’ relationships with some of the critical media vendors like Amazon, Kroger, and Walmart. Retail media networks are “scaled technologically and are data-driven parts of the ecosystem”.
The report also showcases the group’s ground-breaking work in Attention research, noting that OMG “scales consumer empathy and understanding into quantifiable attention metrics against which advertisers can plan, buy, and measure. To achieve this vision, the company deploys its Omni audience planning portal to power better audience, client, and employee experiences”.
Unsurprisingly, Forrester says that “OMG’s strength lies in initiatives to innovate its Omni portal, such as customized client workflow integrations, audience data integrations; marketing automation partnerships with Google; and efforts to unite media, eCommerce, and shopper tactics”.
Adamski also explains that marketers seek someone to help them “stitch together the different parts that make up a holistic marketing operation in today’s modern data-driven world”. “I have a hard time believing that there is a single, relevant client pitch these days- any client review- where group-level people and talent would not be part of any wider conversation”, he added.
Read the full report for more exclusive insights here.
