THE APEX TIMES
Omnicom and Disney team up with Innovid to make CTV ads more responsive in sequence
The deal aims to improve connected-TV advertising by coordinating what viewers see, step by step, rather than treating each ad impression as independent.
Disney’s advertising unit said it is working with Omnicom’s media organization and Innovid to launch a connected-TV (CTV) ad solution designed around “sequential” delivery in streaming.
In sequential advertising, an ad campaign is staged so that the next creative a viewer sees can depend on what they have already been shown. The new approach, according to the announcement, is intended to allow advertising platforms to trigger dynamic delivery based on that sequence, rather than simply running a single, static spot across impressions.
The collaboration is built through Omnicom’s Connected Capability, Omnicom’s offering that combines measurement and media technology capabilities for advertisers. Disney Advertising is pairing that capability with Innovid’s CTV technology to enable the sequential triggering described in the post.
Connected TV refers to televisions that can stream content through an internet connection, typically allowing advertisers to target and measure campaigns more like digital media than traditional linear TV. CTV campaigns are a major growth area for major media and advertising buyers, and sequential delivery is one tactic designed to increase the likelihood that ads stay coherent across multiple exposures.
The post also frames the new solution as a way to make streaming ad delivery “smarter” by coordinating creatives in a planned order. That matters because streaming viewing is fragmented, and sequential messaging is intended to reduce repetition and improve campaign storytelling across sessions.
Beyond naming the parties and describing the sequential and “dynamic” triggering goal, the announcement did not provide further performance metrics, pricing, or a timeline for broader rollout in the information provided here.
For advertisers, the practical question will be how the system defines sequence completion (for example, whether it is based on view history within a session, across devices, or within a campaign window) and what data indicates are used to trigger the next step. Those implementation details were not disclosed in the post information reviewed for this story.
Disney and Omnicom did not describe any regulatory, privacy, or consent mechanics in the provided text, and it was not specified whether this solution is available across all Disney streaming properties or only for certain inventory partners. Watch for additional disclosure around supported platforms, targeting constraints, and reporting granularity as the product is tested with advertisers.
Why It Matters
- Sequential advertising is an increasingly common approach in streaming because it can turn multiple impressions into a planned narrative rather than unrelated exposures.
- For major advertisers, CTV systems that can coordinate creative sequencing may help reduce waste from repeated or ill-timed ads.
- The Omnicom-Disney- Innovid partnership underscores how large media companies are working with specialized ad-tech vendors to move beyond basic targeting into workflow-level automation.
- How widely and how precisely the sequencing is implemented could determine whether the tactic meaningfully improves engagement and campaign reporting versus standard CTV delivery.
Sources
Key Facts
- Disney Advertising said it is collaborating with Omnicom Media, operating through Omnicom’s Connected Capability, on a new CTV sequential advertising solution.
- The collaboration is described as being powered by Innovid, a CTV-focused technology provider.
- The solution is designed to “trigger” dynamic ad delivery as part of sequential advertising, where the next ad can depend on what was shown previously.
- Connected TV (CTV) refers to streaming-capable televisions that enable more digital-style advertising and measurement.
- The announcement did not provide specific rollout dates, performance results, or commercial terms in the material reviewed.
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