Singapore – Omnicom Media has unveiled a new strategic framework designed to help marketers navigate an increasingly fragmented media landscape and improve advertising effectiveness by creating more relevant, adaptive, and contextually connected brand experiences.
Called ‘Connected Content’, the framework positions content as an adaptive ecosystem rather than a single creative asset, enabling brands to continuously refine messaging across touchpoints based on audience, context, platform dynamics, and consumer mindset. Instead of focusing solely on consistency, the approach emphasises content continuity to deliver connected brand experiences throughout the consumer journey.
The framework also leverages AI-powered orchestration across creative development, media strategy, audience intelligence, production, optimisation, and performance measurement, allowing brands to tailor content not just to audiences but also to specific platforms and contexts.
Connected Content stems from Omnicom Media’s latest study, which argues that traditional content-at-scale models centred around a single hero asset are becoming less effective as consumer attention becomes increasingly fragmented across platforms, formats, creators, AI-powered discovery tools, and commerce environments.
Findings from the research suggest that static creative approaches are contributing to advertising fatigue and weaker brand outcomes. Among respondents, 78% said a bad advertisement is worse than no advertisement at all, while 32% said a poor advertising experience reflects more negatively on the brand than on the platform carrying the ad. Meanwhile, 52% said better advertising experiences would improve their perception of a brand, and 40% said it would increase their likelihood to purchase.
The study also highlighted the importance of relevance and context in driving engagement. Some 78% of consumers said they connect more strongly with ads that are relevant to the content they are consuming, 84% said they appreciate advertising tailored to specific platforms, and 76% said they feel more connected to ads that appear at the right moment.
Beyond relevance, respondents also indicated that intent and utility influence how they perceive advertising. Seventy-five percent said they connect more with ads that speak to emotions rather than purely commercial motives, while 31% said they care about how an advertisement is made, not just the final output. In addition, 86% said useful information helps them connect with advertising, and 81% said relatable ads strengthen brand affinity.
According to Omnicom Media, the findings point to the need for brands to move away from interruptive experiences and towards more connected, additive interactions. The company said marketers should bring media, creative, production, commerce, and measurement teams together earlier in the planning process and use audience insights and contextual signals to continuously optimise creative experiences.
Nina Fedorczuk, Chief Enablement Officer, Omnicom Media Asia Pacific, said, “The old-school spray-and-pray method no longer reflects the reality of the average Asia-Pacific consumer who is hyperlocal, hyperconnected, and, more importantly, hyperaware of brand motivations. Those of us in the advertising industry must rearchitect the way we ideate, strategise, deliver, and even learn from ads in such a way that they not only fit our target audiences, but our target contexts and moments.”
The research has also informed a series of advertising solutions unveiled by Omnicom Media during the 2026 Cannes Lions International Festival of Creativity. Developed with media platforms, streaming services, publishers, and technology partners across APAC, North America, and EMEA, the solutions aim to apply Connected Content principles at scale by aligning creative, media, audience signals, and platform context.
The study forms part of Omnicom Media Intelligence’s ongoing research into advertising effectiveness, media innovation, and emerging technologies. In addition to the US report, local versions of Connected Content: The Force Multiplier for Maximising Brand Influence will be released across APAC, EMEA, LATAM, and Canada.
