In its largest advertising deal, Google has signed an agreement with Publicis division, MediaVest, worth tens of millions over the next year. The deal guarantees MediaVest clients, which include Honda, Coca-Cola and Walmart, premium placements on YouTube, the Google Display Network and mobile networks including mobile app network, AdMob.
The deal signals the success of Google’s agency outreach and moves to allow agencies to approach digital ad buys in much the same way they manage TV advertising — upfront with guaranteed rates.
“For years, the digital world has been asking for the dollars and laying out a case for why,” Brian Terkelsen, chief executive of MediaVest, told The Financial Times, which first reporting the story, adding, “This is a moment in time where we are beginning to see a new level of transparency, a new level of partnership and a new appreciation of the size of the prize that is available.”
With efforts like the Digital Newfronts in New York, Google and digital media companies such as AOL and Yahoo have been pitching the brand appeal of digital, particularly digital video. In addition, the digital industry as a whole has made moves to adopt new standards and measurements for display and digital video advertising — such as new standards and measurement capabilities for ad viewability — that give media buyers the tools to easily compare digital to traditional advertising efforts and formats.
Though the agreement spans Google’s display and mobile channels, the MediaVest deal is a huge coup for YouTube. “In many ways, the deal confirms the tremendous momentum that we have on YouTube and the importance of online video to brand marketers,” Torrence Boone, Google’s managing director of agency business development said.
Christine Merrifield, MediaVest president of investment, activation and operations, in a statement, “This new partnership truly enables MediaVest to realize the promise of online video at scale, which has been talked about but rarely realized.”
As part of the non-exclusive partnership, Google will also provide creative resources to help MediaVest develop digital campaigns for its clients and analytic support to measure the effectiveness of the campaigns.