By Sahil Patel
AOL and Publicis Groupe are expanding their six-year advertising partnership to include programmatic video and linear TV.
Making the announcement as part of New York Advertising Week, the companies said the new arrangement will give VivaKi and other Publicis-owned agencies greater access to premium reserved (including private marketplaces) and non-reserved “video environments” that are available through AOL Platforms.
For AOL, the move is part of a broader strategy to become the programmatic platform-of-choice for the digital video advertising space.
For Publicis, the deal is another step in the direction of digital, as the agency giant attempts to follow consumers who are increasingly watching content on digital devices. Citing a recent eMarketer study that projected digital video spend to grow to $7.7 billion by 2015, Publicis said its video spend will also increase “accordingly.” Specifically, VivaKi anticipates “an equally significant increase in programmatic spend for 2015,” the agency said.
“Just two years ago, there were 54.7 million connected TV users, and that number will more than double in 2014,” said Stephan Beringer, CEO of VivaKi, in a statement. “The numbers prove the dramatic change in consumers’ video-consumption habits, and our escalation of video content has to be just as dramatic.”
More information about the AOL/Publicis partnership is expected to come out at AOL’s second “Programmatic Upfront,” which takes place Monday night as part of Advertising Week.