Twitter Signs $230 Million Mobile Advertising Deal With Omnicom

twitter-logo-600Twitter and Omnicom Media Group announced a mobile advertising deal worth $230 million over two years, the Wall Street Journal reported today.

The deal is similar to the one Twitter signed in April 2013 with Publicis and worth a reported $200 million, but is focused on the integration with Twitter’s MoPub ad exchange. More details from the Journal:

The deal will integrate Omnicom’s programmatic ad buying unit Accuen with Twitter’s ad exchange MoPub, which it purchased for a reported $350 million in September. In addition to locking in ad rates and inventory access for Omnicom agencies, the arrangement will also give the holding company a “first look” at new ad units and opportunities being developed by the social network. Like many of these deals, it will include an element of “research,” the companies said.

The deal continues the trend of partnerships between advertising holding companies and social media properties. In March, Omnicom signed a deal worth a reported $100 million with Instagram. And last week, Facebook and Publicis signed a multiyear agreement said to be worth $500 million.

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News | Twitter

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About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

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  • Chris Elwell

    Great PR campaign by the Twitter ad sales team. Who knows how much of it ends up getting spent and over what time period?

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