OMG’s Annalect First To Get Meta’s Advanced Analytics
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement.
Omnicom is the first holding company to have access to AA.
AA allows advertisers to combine their first-party data with Meta’s ads data, offering analysts the flexibility to leverage bespoke insights to fine-tune their clients’ campaigns — resulting in more actionable insights from closed-loop measurement systems, allowing advertisers to extract data such as audience overlap between brand and direct response campaigns. Annalect has drawn on this flexibility and actionability to build custom attribution models that contain similar parameters as typical attribution models (e.g., look back window and credit distribution rules). The attribution models are fully integrated and delivered via Omni — the end-to-end marketing operating system that supports all Omnicom agencies — ensuring connectivity from measurement to planning and activation.
These actionable insights unlock a plethora of opportunities for activation teams, empowering them to carry out in-flight optimisations based on external measurement data. Additionally, scalability is simplified with secure server-to-server connection. Omnicom Media Group’s clients stand to benefit from this progress in measurement capabilities, as Annalect continues to lead the way in the application of privacy-compliant clean room technology.
To date, 14 Omnicom clients across Australia have been onboarded to AA, including a range of leading global FMCG brands. Measurement has traditionally been a challenge for the category, so these advanced capabilities offer a great opportunity for insight. In a trial for closed-loop measurement capability, one global brand saw attributed conversions increase by four times across more than 15 touchpoints.
Commenting on the impact of the partnership, Annalect Australia’s COO, Schalk van der Sandt said, “By enabling next-level visibility in a privacy-safe manner, this collaboration enables Omnicom Media Group’s clients to more effectively distil data into insights and action, giving them — and our agencies — a significant edge over their competitors in today’s challenging marketplace.”
“It’s great to see measurement capabilities that create value for advertisers, whilst also being built with privacy at the forefront. This offering will unlock new ways for the OMG network to understand the levers that truly drive performance and demonstrate where Meta can help to drive growth that lasts for our clients and partners,” added Carl McLean, head of marketing science, Meta ANZ.
Following the Australia launch, Annalect and Meta expect to expand the collaboration to other markets across the Asia Pacific region.
Latest News
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.
Zimmermann Opens An Immersive Brand Space At Iconic Paris Department Store Le Bon Marché With Amplify Paris
Zimmermann continues to pioneer Aussie fashion on the global stage. Not forgetting Tradies underpants in that comment.
Red Rooster And Four‘N Twenty Team Up To Rev Up “Aussie-ness” Ahead Of Footy Final Season
Australia's greatest culinary gifts to the world join as one. B&T unsure of the whereabouts of the lamington.
‘The Emperor’s New Clothes Are Going To Be Stripped Off’: News Corp’s Pippa Leary & Panel Of Industry Leaders Urge Advertisers To ‘Wake Up’
B&T goes one-on-one with News' MD of client product, Pippa Leary. Sadly, we got KO-d in the third.
News Corp Rolls Out Shoppable And Targeted In Time View Ad Formats
Accidentally doze off during the juicy bits at yesterday's D_Coded? No one will be any the wiser with these cheat tips.
Samsung Launches ‘Clash of Commuters’ with CHEP Network and Livewire
Look no further than this for the huge marketing potential of gaming. That & people willingly drinking Monster.
Fintech Disruptor Revolut Launches New Above-The-Line Campaign In Australia To Challenge Traditional Banking Conventions
Disruptor wants to "challenge traditional banking conventions". "We'll see about that," retorts Mr CBA, Westpac, et al.
Chris Freel: The Uncomplicated Complexity In OOH
Former UnLTD boss come oOh! sales director talks his love of outdoor (as in the ad medium, not hiking up a steep hill).
Cairns Crocodiles The Work: B2B Campaigns Sponsored By LinkedIn
B&T's shining a light on the B2B category for the coming Croc Awards. Well, more candle after the torch batteries died.
Expedia Launches Travel Shops Giving Influencers Tools To Shopify The Travel Content Experience
Travel's so popular they even have large conferences in Las Vegas dedicated to it. To prove it, B&T's there. Right now.
News Corp’s Lou Barrett On D_Coded: ‘The Penny Has Dropped… So We’ve Supercharged How Brands Plan, Book & Measure In One Place’
B&T chats with Lou Barrett post News' D_Coded event yesterday. Alas, we didn't talk the Tele's bikie gang fascination.
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.