Google and Interpublic Group’s, Magna Global, have partnered in a single-year (renewable) upfront deal. The $100 million move will give the ad buyer (Magna) access to Google's properties.
Google and Interpublic Group’s, Magna Global, have partnered in a single-year (renewable) upfront deal. The $100 million move will give the ad buyer (Magna) access to Google's properties including the company's inventory, data, and direct client assistance.
It is the first time Magna has formed such a partnership with Google. For Google, the deal is its latest effort to attract big brand advertisers, after its recent partnership with comScore. Providing access to its ad inventory and data is hoped to help lubricate Magna's buying and planning process. The two companies may also work closely to create quality content on YouTube and other Google properties.
Google has brokered this kind of deal with other ad buyers before, including MediaVest, DigitasLBi, and Razorfish. By building relationships with media agencies, Google is making the process of creating, buying, and monitoring ads online similar to the way it is done in the television business.
In addition to the newly formed partnership with Magna, Google also cooperates with its peers in the tech and media industries, such as Yahoo, Microsoft, and Hulu, to create connections between the television business and digital marketing. These companies founded the Digital Content NewFronts in 2012. This year's event, which is scheduled to run from April 28 to May 8 in New York, is the digital version of the television industry's annual upfronts, where advertising spaces valued at billions of dollars are purchased in advance.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT