AOL and Publicis Groupe to expand global advertising partnership to programmatic video and linear TV
AOL and Publicis Groupe have expanded their six-year global advertising partnership to include programmatic video and linear TV.
The move will see the agency holding group’s addressable audience arm VivaKi sync with AOL Platforms, giving agencies within Publicis Groupe better access to premium reserved video inventory, which includes private marketplaces, and “non-reserved” video environments.
Publicis Groupe video spend is increasing in line with the overall market’s growth, with digital video spend expected to reach $8bn in 2015 – up from $6bn in 2014, according to eMarketer.
Meanwhile VivaKi has estimated an equally large increase in programmatic spend for 2015.
AOL chairman and chief executive Tim Armstrong said AOL is “transforming” as a company and as a partner into a programmatic ad platform, with this announcement marking a “big step” in its strategy.
“Video is fundamentally changing the Internet into sight, sound, and motion and the Publicis Groupe/AOL partnership is the start of enabling global video advertising to scale to global consumers – offline or online.”
Maurice Lévy, chairman and chief executive, Publicis Groupe, added: "This new step will further enhance our ability to better serve our clients in the very important growth area of video. Our clients will benefit first hand from the innovations created by AOL."
Meanwhile VivaKi chief executive and global president of its trading desk Audience on Demand, said consumers’ video consumption habits are seeing “dramatic” change.
“Just two years ago, there were 54.7 million connected TV users, and that number will more than double in 2014.
“…Our escalation of video content has to be just as dramatic. That’s why our partnership with AOL is so valuable: it requires true collaboration to deliver value for consumers and advertisers by creating a video marketplace that wins the attention and engagement of the consumer.”
AOL already incorporates viewability metrics across its platforms, and continues to drive its slate of original programming. One of its original commissions is 'Making a Scene' starring James Franco (pictured).