Omnicom Media (NYSE: OMC) and NBCUniversal have co-developed a connected television advertising solution called Dynamic Contextual Content (DCC), which pairs audience data with contextual signals to adjust ad creative in real time during streaming campaigns.

The solution combines Omnicom's Acxiom identity data with NBCUniversal's content metadata to match tailored creative variants to specific shows, episodes, and streaming environments. Creative versioning is informed by performance measurement and integrated into Omnicom's Omni Video Content platform, allowing brands to track which combinations of contextual tags and creative versions are meeting business objectives.

The initiative was informed by Omnicom Media's Connected Content study, which examined consumer sentiment around advertising and found that creative formats and delivery systems have not kept pace with how audiences experience CTV content.

"Consumers expect advertising to feel more connected to the experience they are having in the moment," said Megan Pagliuca, Chief Product Officer at Omnicom Media. "Today, even premium CTV advertising is often delivered without consideration for the context surrounding it."

Ryan McConville, Chief Product Officer and EVP of Ad Products and Solutions at NBCUniversal, said pairing the companies' respective data assets can "make creative optimization actionable and open up more relevant, effective ways for brands to engage their customers."

The DCC solution is currently in beta and is expected to be available in the U.S. by the end of the year, according to the companies.