Ketchum, part of the Diversified Agency Services (DAS) division of Omnicom Group, is rolling out a real-time digital media buying platform that enables brands to leverage earned and paid media through paid online channels.
This new global effort, named Agile Amplification, is a close collaboration between Ketchum and its subsidiary Zocalo Group. To run this media buying platform, Ketchum will sign contracts with ad tech companies, including real-time media management platform provider DataXu and digital marketing software company Kenshoo, as well as social media entities Facebook and YouTube.
Supported by these vendors, and Omnicom’s own digital data and analytics organization Annalect Group, Agile Amplification allows Ketchum’s and Zocalo’s teams to target earned and paid media in near real time, as well as manage integrated campaigns across all forms of media.
According to Ketchum, paid resources and tools that target and amplify the reach of content used to be scattered among different vendors, so it was difficult for PR agencies to measure and improve campaign messages. To deal with this issue, Ketchum announced this new media buying platform to have paid social engagements on a global basis.
Additional tech companies that participate in the Agile Amplification offering include Twitter, Google’s DoubleClick, and blogger networks.
Currently Ketchum is expanding its buying hubs in a broad range of big cities, including New York, London, Rio, Shanghai, Dusseldorf, and Moscow.