Omnicom Study Says Traditional Ad Model No Longer Works

MediaPost.com: MediaDailyNews · last updated July 5, 2026 – 6:30 PM

The traditional practice of developing a creative asset and adapting it across all channels has given way to a model in which consumers interact with brands through multiple platforms, devices, formats and AI-powered experiences, Omnicom Media writes in a new study: “Connected Content: The Force Multiplier for Maximizing Brand Influence,” Portada reports. Companies now seek to align creative messaging, media context and audience mindset.

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