Today, Paris-based ad holding company Publicis Groupe formed an ad network spanning all four major ad serving systems?Microsoft ( NSDQ: MSFT), Google/DoubleClick, Yahoo ( NSDQ: YHOO) and AOL ( NYSE: TWX)?to tightly coordinate campaigns across these platforms. The announcement also included an additional deal with Yahoo for mobile advertising, which aims to help brands reach mobile consumers more easily.
The breakdown of the deal: Publicis will integrate its current media buying systems with Yahoo!'s Right Media Exchange (which also recently signed a deal with Publicis rival WPP's GroupM), and with AMP!, Yahoo's advertising management platform. Publicis Groupe's mobile marketing agency, Phonevalley, will also lean heavily on Yahoo's Blueprint technology which is the backbone of Yahoo! Go, a platform that supports widgets and third-party apps. Blueprint, in theory, allows developers to create an app once that can run on the Yahoo! Go platform, which is compatible with hundreds of phones around the world. Brands working with Publicis could tap into this capability, making it easier to develop one campaign that could work on various phones, carriers and across multiple countries. Phonevalley is claiming to be the first global agency to integrate Blueprint. In addition, Yahoo! and Publicis Groupe will work with Yahoo's Smart Ads technology, allowing Publicis to create numerous permutations of a given brand's message more easily.
This relationship may provide a much needed boost to mobile advertising. Often times, ad agencies don't have the expertise in-house to roll out a campaign that may need to be adapted for hundreds of phones, carriers and countries. Of course, this is a pretty big win for Yahoo, which has been slowly setting up an empire of mobile search and advertising relationships around the world with carriers. Just last week, Yahoo announced five new partners, bringing the total list of carriers that uses its mobile search to 60 over the last 18 months.
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