Omnicom has joined with Twitter in a two-year mobile-focused ad deal.
Less than a month after the proposed $35 billion Omnicom-Publicis merger was called off, Omnicom has brokered a two-year ad deal with Twitter, with a price tag of $230 million.
Under the agreement, Omnicom will integrate its programmatic agency Accuen into Twitter's mobile ad inventory manager MoPub. In addition, Omnicom networks will receive benefits like favorable ad rates from Twitter, as well as access to the microblogging service's new ad products.
This is the first time the social media platform has partnered with an ad holding company on the mobile ad exchange side, according to Adam Bain, president of global revenue at Twitter. One of the goals of the partnership, he says, is that Twitter wants to allow marketers to conduct programmatic buys on its own site, rather than just in the MoPub network.
Although in a different way, Twitter has partnered with media companies before. Last year, Twitter signed a major ad deal with Publicis' Starcom Mediavest Group, as well as entered into a global strategic partnership with WPP.
"[These were] similar deals in that they got first access to lots of data [that] others would have to manually scrape together as advertisers, and access to Twitter's internal teams," says Ron Schott, director of professional services at Simply Measured, a provider of social media analytics and measurement.
But different from previous ad deals, the Omnicom-Twitter partnership will "focus on the tech part of how ads will be delivered," Bain told the The Wall Street Journal.
The Omnicom-Twitter pact is the first ad deal Omnicom has announced after its Publicis merger failed earlier this month. The news seems to show that both parties have now moved on from their breakup, as a Publicis-Facebook partnership was announced just last week.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
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.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT