Omnicom Adds Ancestry.com to Continue Winning Streak

Incumbent Ocean Media did not participate in review

Omnicom media networks continued their winning streak, with OMD adding Ancestry.com after a media review in which incumbent Ocean Media did not participate, according to people familiar with the search.

Earlier this week, Omnicom Media Group's PHD network won Delta Airlines in the U.S., taking the business from Digitas after a review which included UM as a finalist.

Ironically Ancestry.com, with its digital business model, believes in traditional media as a way to spread its marketing message: Measured media spending in 2015 was $77.1 million, up from $63 million a year earlier, according to Kantar Media. 

Execs at OMD declined to comment and those at the Provo, Utah-based Ancestry.com could not immediately be reached. Havas and Horizon Media also competed in the review.

During the first quarter, traffic at Ancestry.com, which claims to be the largest commercial genealogical company in the world, rose to 8.3 million unique visitors. Last year, it posted 7.4 million uniques, down from 8.2 million in 2014, according to Millward Brown Digital.