LAS VEGAS – Two of the biggest areas of advertising growth are influencer marketing and retail media networks, both of which promise to help brands break through the clutter and ultimately drive sales. Omnicom Media Group, the media-buying arm of holding company Omnicom Group, announced several initiatives to support clients with these opportunities.

“Influencer marketing was historically more of a PR channel…today we really view it more as a media channel,” Megan Pagliuca, chief activation officer at Omnicom Media Group, said in this interview with Beet.TV’s Andy Plesser at CES 2024. “A lot of our research is saying that people are viewing — especially younger audiences — influencers as an entertainment vehicle, as a new TV channel.”

Because many of these younger consumers are heavy users of social video app TikTok, Omnicom is providing clients with planning tools to help them identify the right influencers for brand partnerships. Omnicom also has initiatives with Google and Amazon.

“Now you can measure Amazon sales with influencers, which is huge,” Pagliuca said. “We’ve now added Amazon into our influencer activation suite of capabilities because we’re taking creator content and uploading it. We’re the first holding company with that capability.”

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