Forrester Ranks Top Global Media Service Providers

Jacqueline Barba
Digital Editor
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Market research firm Forrester recently identified the seven most significant global media management service providers based on an evaluation of 19 criteria as well as independent research, analysis and scoring. The companies that came out on top were Dentsu Media, GroupM, Havas Media Group, IPG Mediabrands, Omnicom Media Group (OMG), Publicis Media and Stagwell Media Network.

The report, titled “The Forrester Wave: Global Media Management Services, Q3 2022,” costs $2,995 to view.

Omnicom Group revealed in a new media release that its media services division, OMG, received the highest possible scores in the retail media, commerce media, intelligence and insights, and optimization criteria, as well as in the operations and innovation roadmap criteria. 

Forrester’s report analyzed the top seven media providers across three categories: current offering, strategy and market presence. Designed to serve as a guide for chief marketing officers, the report also assessed the media groups under four designations: Leaders, Strong Performers, Contenders and Challengers.  

Forrester ranked OMG as one of only two providers among the seven evaluated to be designated as a "Leader" in the report, given the company was ranked with the highest possible scores in six criteria and with the highest score in the current offering category, according to its own release.

According to OMG, Forrester described its services as "a good fit for advertisers that require bespoke, technology-literate, global media teams" in the report, and noted that "… the agency scales consumer empathy and understanding into quantifiable attention metrics against which advertisers can plan, buy and measure. To achieve this vision, the company deploys its Omni audience planning portal to power better audience, client and employee experiences."

The report also stated that "OMG's strength lies in initiatives to innovate its Omni portal, such as customized client workflow integrations, audience data integrations; marketing automation partnerships with Google; and efforts to unite media, e-commerce and shopper tactics."

Some recent initiatives and partnerships from OMG that likely helped it earn its spot on Forrester's list include:

  • Launching the first programmatic marketplace for point-of-purchase advertising screens.
  • Launching the Supply Chain IQ Score back in May, which leverages data from top U.S. retailers and distributors to give media planners day-to-day visibility into SKU inventory data at the physical store and digital shelf levels.
  • Kroger Precision Marketing’s (KPM) recent strategic partnership with OMG to deliver early adopter opportunities to Omnicom clients. The agreement feeds Kroger’s SKU-level store inventory data daily to Omni, OMG's open operating system that facilitates the entire consumer purchasing journey.
  • multi-year agreement with Affinity Solutions to integrate retailer purchase transactions into Omni.
  • An enterprise-wide partnership with Firework, a livestream commerce and shoppable video platform, to deliver livestream shopping solutions directly to Omnicom clients' websites.

Additionally, OMG announced a series of strategic partnerships with retailer media networks including Walmart Connect and Instacart, in addition to the aforementioned KPM partnership, at Cannes Lions International Festival of Creativity in June.