Media Buying Briefing: Omnicom launches a retro-style panel to codify post-pandemic consumer types
17 May 2021

Originally published on Digiday by Michael Bürgi

Omnicom Media Group, Digiday has learned, has launched OMG Signal, a newly formed consumer panel of approximately 2 million Americans it can access at any time (who have opted in under new privacy-compliant language) via online survey, to enhance the company’s Omni data platform.

The consumer panelists, which reflect age and geographic averages for the U.S., are pre-matched with audiences Omni identifies for OMG’s clients, which range from McDonald’s to P&G and Delta, and are adaptable across any number of media formats and screens. Because it is integrated directly within Omni’s identity graphs, the panel’s insights can be automatically layered into media planning, activation, and measurement, allowing for quick pivots on client campaigns — either creatively or in placement. Areas of interest include gender insights, generational differences, cultural and multicultural trends, and attitudinal and psychographic profiles.

The industry is “in the middle of a great reset in marketing,” Scott Hagedorn, CEO of OMG North America, told Digiday for this exclusive. “We’ve been working for a long time in using behavioral data — we were an early user of it for marketing purposes. But that’s only how someone behaves, it’s not what motivates them to behave. So we wanted to make more of a leap into the qualitative and anthropological side of it while still having a quant capability. It seemed prescient.”

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