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Tag: Omnicom

  • Twitter Makes $230 Million Ad Deal With Omnicom

    Twitter Makes $230 Million Ad Deal With Omnicom

    Omnicom announced that it has entered a two-year deal with Twitter worth $230 million to integrate its programmatic ad buying network Accuen with Twitter’s MoPub exchange.

    The Wall Street Journal, which appears to have gotten an exclusive on the news, shares statements from both companies:

    “This is the first holding company agreement we’ve done on the mobile ad exchange side,” said Twitter’s president of global revenue, Adam Bain, adding, “It’s great for us because we’ll now have high-quality advertisers coming through the exchange…We haven’t made an announcement about opening up Twitter to programmatic buys, but it’s natural that we’ll do it.”

    …

    “Our agreement with Twitter reflects what we look for in a media partnership – the opportunity to deliver first-to-market benefits that impact all aspects of all Omnicom clients’ digital investments, from content to placement to measurement,“ a statement from Omnicom read.

    The news follows a similar deal Facebook made last week with Publicis, which will see Facebook data integrated into the latter’s media-mix-modeling platform while Publicis’ product will be integrated into Facebook’s recently announced ad network.

    Omnicom confirmed its announcement on Twitter.

    The company also announced today that its TBWA Worldwide network has acquired Germany agency Heimat.

    Image via Twitter

  • Omnicom Makes Big Commitment To Google Display Ads

    Google’s display ad business is about to explode (in a positive way), according to a new report.  Omnicom Media Group has supposedly committed to spending hundreds of millions of dollars on Google’s display ads over just the next couple of years.

    To provide a little background info: Omnicom Media Group is the media services division of Omnicom Group, which has over 5,000 clients in 100 countries.  It includes three full service media networks, and can, in other words, definitely live up to this commitment.

    As for the specifics of said commitment, Emily Steel wrote earlier this morning that Omnicom "is expected to spend hundreds of millions of dollars to buy display ads for its clients through Google over the next two years, said a person familiar with the situation."

    Then, "In return, Google will work with Omnicom to build a global ‘trading desk’ that allows the company to buy display ads more easily on Google’s ad exchange, an auction-like system that matches ad buyers and sellers to advertising space across large groups of websites."

    Which isn’t a bad deal at all from the search giant’s perspective.

    The arrangement could benefit Google in other ways, too, since additional advertising agencies are likely to follow Omnicom’s example.