Facebook does giant ad deal with Publicis; Instagram a key part
Facebook and Publicis Groupe are reported to have signed a broad ad partnership in which the French media holding company and its Starcom MediaVest Group, are committed to spend “hundreds of millions of dollars.”
Facebook ... and Instagram too
Facebook’s photo-sharing app Instagram also is part of the multi-year deal . A Facebook spokesperson told Adweek the deal “focuses on the future areas of digital marketing including data, image-based storytelling and online video advertising, offering the agencies’ clients new opportunities ahead of the marketplace.”
Starcom CEO Laura Desmond led the talks for all of Publicis. The media deal is also said to comprises digital agency underlings like Razorfish and DigitasLBi.
It is not the first companywide commitment from Publicis, but not all deals have included the whole organisation. Last year for instance, Starcom negotiated individually with Twitter in a deal worth hundreds of millions of dollars.
The Facebook deal is said to be worth even more,
What makes the agreement unique, says Adweek, is that Facebook was able to include access to new ad products and audience insights that were not available until recently.
“This partnership is about inventory plus innovation,” said a source close to Starcom. “It’s about creating the infrastructure that needs to be put in place to advertise on Facebook.”
Publicis will develop advertising tools to integrate with the Facebook Audience Network,which was launched on mobile last month. Publicis also will have access to Instagram and Facebook video ads. The social network approves all advertising content. A source close to Facebook said that deals with the media holding companies are the best way to expand Instagram’s ad business, which does not offer any programmatic tools for the buying and selling of ads.
“Facebook is nurturing that environment to make sure ad experiences that come in are very natural to Instagram,” said one insider.
The big advertising firms and media companies have increasingly embraced social media, especially Facebook’s 1.3 billion users. Slightly smaller platforms like LinkedIn and Twitter also work closely with media companies that jointly develop advertising products and infrastructure.
Facebook says it will work closely with Publicis to create ads for its new autoplay video product, which show right in users’ News Feeds.
Content created with:
Meta
Our products empower more than 3 billion people around the world to share ideas, offer support and make a difference.
Find out more