AOL, Publicis expand ad alliance for programmatic video, Linear TV
Publicis Groupe’s VivaKi to sync with AOL Platforms as a preferred partner for programmatic video, including private video marketplaces
AOL and Publicis Groupe are expanding their multi-faceted six-year relationship into programmatic video and linear TV. The move will provide VivaKi, and effectively all agencies inside Publicis Groupe, greater access to premium reserved – including private marketplaces – and non-reserved video environments through AOL Platforms.
According to eMarketer, digital video is growing 30 to 40 per cent year-on-year, and is expected to reach USD 7.77 billion in 2015, up from USD 5.96 billion in 2014. Publicis Groupe video spend is increasing accordingly as audiences continue their migration to digitally connected devices. VivaKi anticipates an equally significant increase in programmatic spend for 2015.
“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. AOL is transforming as a company and as a partner into a programmatic advertising platform, and today’s announcement is another big step in our strategy. Publicis is a global leader in digital advertising and we are excited to advance our global partnership into video and linear TV on the ONE by AOL platform,” said Tim Armstrong, Chairman and CEO, AOL.
Maurice Lévy, Chairman and CEO, Publicis Groupe pointed out that under the leadership of Tim Armstrong, the holding company and AOL has developed a very strong partnership. He said, “We are extremely pleased with the outcomes for our clients. 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.”
Just two years ago, there were 54.7 million connected TV users, and that number will more than double in 2014, according to Stephan Beringer, CEO of VivaKi and Global President of Audience on Demand. Mr Beringer noted, “The numbers prove the dramatic change in consumers’ video consumption habits, and 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.”
