Publicis Use of Microsoft TV Ad Tech Could Be Blow to Google

  |  June 26, 2009   |  Comments

An expanded partnership between Microsoft and Publicis Groupe is another sign of the ongoing battle for brand advertiser dollars among big online ad players.

An expanded partnership between Microsoft and Publicis Groupe is another sign of the ongoing battle for brand advertiser dollars among big online ad players including the Redmond firm. Publicis, which holds the purse strings of large online media ad buyers such as Starcom MediaVest Group and Digitas, announced yesterday it plans to work with Microsoft on projects including online ad performance and a TV ad exchange.

The TV ad plans could be perceived as a direct attack on Google, which is pushing for its own television ad buying platform to gain momentum. Publicis digital unit VivaKi will develop a TV ad exchange employing Microsoft-owned Admira technology, set to launch in Q4 of this year. The technology takes a cue from online ad targeting, combining aggregate audience information with other audience characteristics to optimize ad targeting and provide measurement reports to advertisers.

According to a Publicis company statement, the agency's subsidiaries, Digitas, Starcom MediaVest Group, and Zenith Optimedia will be among the initial agencies to use the Admira technology at launch.

Microsoft has already agreed publicly to participate along with other media partners like AOL, CBS Interactive, and Tremor Media in a much-touted VivaKi project deemed "The Pool." The initiative, aimed at testing digital ad formats, is currently focused on determining the best video ad formats. Media partners involved with the project are required to provide investment, sometimes in the form of a revenue share with the agency. Payment requirements are in place to ensure active participation and to cover the cost of research, according to a company spokesperson who spoke with ClickZ News last week.

Google is also a Publicis partner. In January 2008, the companies said they would have dedicated staff on-site at one another's offices for "for a few months or a year," the goal being to exchange knowledge regarding technology and media planning. At the time, the agreement looked like a positive step for Google, which like Microsoft, Yahoo, AOL and others, is always fighting to score more ad dollars from big brand advertisers that work with agency networks like Publicis.

Publicis yesterday also said Microsoft would "support" a content studio associated with its Publicis-owned PBJS marketing and event production company to create programming in which Publicis clients could eventually advertise. Microsoft's support of the effort is not surprising. PBJS was co-founded by Microsoft executives, and, as of last year, held a long-term contract with Microsoft to produce events.

In related news, Microsoft earlier this week announced it has been working with Mediabrands to design a system for cross-media planning, buying, and optimization.

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...