Omnicom Media Calls for a Rethink in CTV Advertising Strategy

Omnicom Media Group recently published research indicating that Connected TV (CTV) advertising requires a fundamental shift in strategy to improve effectiveness. The findings, released in June 2026, suggest that current practices, often carried over from linear television, are leading to ad fatigue and diminishing returns for advertisers.

The core issue identified is the over-reliance on traditional reach and frequency metrics without adequately accounting for actual viewer attention or the unique interactive capabilities of CTV. The research points to high ad loads, repetitive messaging, and a lack of contextual relevance as primary drivers of viewer disengagement. This leads to wasted media spend and a missed opportunity to build genuine brand connection in a rapidly evolving media landscape.

Omnicom's study analyzed various CTV campaigns, correlating ad exposure with metrics such as brand recall, sentiment, and intent. They found a clear plateau, and often a decline, in effectiveness beyond a certain frequency threshold, especially when creative executions were not dynamically adapted to viewer context or platform specifics. The research advocates for a move beyond simple impressions to deeper engagement signals.

The agency group suggests that advertisers must prioritize audience attention, leverage first-party data for more precise targeting, and adopt dynamic creative optimization. This approach allows for more personalized and less intrusive ad experiences, which are crucial for maintaining viewer receptivity. The goal is to move from simply being seen to actually being noticed and remembered.

The current approach to CTV advertising, often mimicking linear TV, is no longer sustainable for capturing genuine audience attention.

This call for a strategic pivot aligns with broader industry trends, where other major holding companies like GroupM and Publicis are also investing in attention-based measurement and advocating for more sophisticated programmatic buying strategies across CTV. The ongoing deprecation of third-party cookies further amplifies the need for contextual and first-party data-driven solutions in a privacy-centric environment.

For marketers globally, this research signals a necessity to re-evaluate their CTV budgets and briefing processes. It suggests that simply porting linear TV ads to CTV inventory is an inefficient tactic. Instead, briefs should emphasize creative adaptability, data-driven personalization, and a clear understanding of how attention is measured and optimized within CTV environments. The shift demands closer collaboration between media planners, creative teams, and data scientists.