The Ripple Effect of Connected Content with Omnicom Media's Joanna O'Connell

What happens when advertising moves beyond the traditional “hero asset” and starts responding to audiences, environments, content and culture in real time?In this episode of The Ripple Effect, Aaron Goldman sits down with Joanna O'Connell of Omnicom Media to explore the rise of connected content and what it means for the future of advertising. Joanna shares new research examining why siloed creative and media strategies are falling short—and how brands can create more relevant, additive ad experiences by connecting data, strategy, content, production, activation and learning.The conversation also explores how AI can help brands move from isolated, task-based applications toward a more connected model of advertising, including the rise of agentic AI and “horizontal orchestration.” From CTV and cultural moments to personalization and consumer experience, Joanna explains why the future of advertising will depend on making every part of the ecosystem work together.