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.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Yuyu Chen is a junior reporter 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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.