Social Rocket
Omnicom Media is integrating Rembrand's in-content advertising technology directly into its media buying workflow. The idea: brands should be able to book not only classic spots around streaming content, but also place fitting brand objects or virtual surfaces within selected scenes afterwards.
From media planning straight into the scene
According to a report from Digiday dated 7 October 2026, Omnicom Media uses Rembrand's VISTA technology for this. The system analyses video content and identifies scenes where virtual product placements or signage can be integrated. Omnicom combines these options with its own audience and viewership planning and then executes the placements via the Content Collective.
The report: https://digiday.com/media-buying/omnicom-media-and-rembrand-partner-to-evolve-in-content-ad-placements/
Several streaming providers are reportedly still in negotiations. Omnicom has not yet named any names. That makes the most important open point clear: the approach is technically described, but the actual reach in premium streaming depends on which publishers and platforms release inventory.
Rembrand wants to make product placement scalable
Rembrand describes its in-content solution as a combination of Virtual Signage, Virtual Screens and Virtual Products. The official product page shows that brands can be integrated into existing video content after production and that activation is meant to scale programmatically: https://www.rembrand.com/in-content-advertising.
The company is now applying the same logic to Social Creative as well. After acquiring Spaceback, Rembrand analyses existing social assets and turns them into cross-channel paid creatives for video, CTV, display and social. Two previously separate processes are thereby blurring: content production and media activation.
The official classification of this: https://www.rembrand.com/post/rembrand-launches-spacebacks-social-creative-intelligence-an-ai-native-intelligence-platform
The performance figures need context
Omnicom and Rembrand point to joint research, according to which in-content placements combined with classic video ads have achieved, among other things, significantly higher recall and purchase intent values. These figures come from research by the companies involved and are therefore not an independent market benchmark.
This matters because Omnicom itself recently reported how strongly consumers avoid advertising. Srocket has already put the Omnicom study on ad avoidance into context. In-content formats address exactly this problem: the brand sits within the actual content instead of in a separate ad break.
Why this matters for media teams
Omnicom describes its Omni platform itself as the central connection between media, data, AI and activation: https://www.omnicomgroup.com/. The Rembrand integration thus fits into a broader trend in which planning, creative and delivery increasingly come together in one workflow.
This is also evident in agentic media buying according to IAB Europe and in the growing automation of CTV and streaming. For brands, this creates a new planning question: not only which spot runs before or during a programme, but whether and in what form a brand appears directly within the scene.
For the assessment, three points remain decisive: which streaming partners actually take part, how transparently placements are labelled, and whether the effects measured by Omnicom and Rembrand can be reproduced in independent campaigns. In parallel, classic TV and CTV measurement remains relevant, because new advertising formats must still be comparable and billable.