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Omnicom Enters Into An Enterprise-Wide Partnership With Firework
Omnicom Group has entered into a partnership with Firework, the world's largest live stream commerce and shoppable video platform provider. Following this, clients across all Omnicom agencies
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CIO Applications | Friday, April 22, 2022

Fremont, CA: Omnicom Group has entered into a partnership with Firework, the world's largest live stream commerce and shoppable video platform provider. Following this, clients across all Omnicom agencies will gain access to Firework's enterprise suite of proprietary short-form video and live streaming technology, which will deliver shoppable live streaming video directly to brand websites.
Omnicom is the first agency holding company to form a strategic partnership with Firework and gain access to its platform at this level.
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According to a recent Coresight Research study, the live stream shopping category in the US is expected to reach $11 billion by the end of 2021, and $25 billion by the end of 2023. According to a study 2021 CMO Spend Survey, 26 percent of respondents are currently focused on live streaming retail as a priority, and twice that number expect it to become a priority in the next 12 to 18 months.
Shoppable live stream, also known as live commerce, is transforming the retail industry by combining purchases of a featured product and audience participation via a chat function or reaction buttons. According to McKinsey, live commerce can expedite conversion by telescoping the customer journey from awareness to purchase, leading to conversion rates that are up to ten times higher than traditional e-commerce while also increasing brand appeal as well as expanding audience base, particularly among younger audiences.
"Brands today are in a race with the market to build the best commerce value proposition, while at the same time racing against the clock to build direct relationships with customers that will not simply replace cookies, but actually be more effective," commented John Schorr, Managing Director, Commerce for Omnicom Media Group North America, which facilitated the partnership. "This agreement opens up a wide lead for Omnicom clients in these races, giving them technology that makes their websites and other owned destinations more shoppable, and helps them deliver the more personalized and relevant experiences that build stickiness."
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