MediaMind, a division of DG, and a leading independent provider of integrated digital advertising solutions, announced yesterday that it will become a global technology partner for Omnicom Media Group (OMG). OMG’s clients will use the MediaMind platform to manage and deliver online ads in North America, EMEA, LATAM and APAC.
OMG, Annalect and Accuen (a trading desk) will integrate MediaMind and parent company DG’s platform capabilities within OMG’s technology platform. OMG will also offer access to its technology teams and roadmap in order to create a technology partnership that aims to be at the forefront of ad campaign and data management.
This announcement could be defining for OMG businesses across the globe. At a time when needing to offer an end to end solution is becoming more critical to agency holding groups, MediaMind may well have struck gold here, offering a OMG a global platform that is an alternative to Google. It is no secret that Publicis have enjoyed (and continue to reap the benefits of) a very close relationship with Google. OMG can now have a similar type arrangement with another ad tech giant. In terms of what this stack will look like is still speculation, but with MediaMind likely to be developing their own bidder to compliment their current ad serving stack, plus the platform DG has assembled, OMG will have a very strong story to tell to new and existing client partners.
Andrew Bloom, SVP Strategic Business Development at DG, comments: “Reaching the right audiences with the right tools and services, in a well-integrated fashion, is crucial in an increasingly complex media landscape. This agreement with OMG is an ad technology win for both companies, and for our clients who will appreciate the competitive advantages of close integration, coupled with top notch campaign management technology for online and TV advertising.”
Steve Katelman, EVP Global Strategic Partnerships Digital, OMG adds: “OMG is committed to bringing our customers the latest innovations in cross-channel advertising. MediaMind/DG is a natural partners for us as we gravitate towards integrating second-screen experiences. Together, we will bridge the offline and online worlds with their solutions.”
DG and MediaMind have taken the approach of providing unbiased third-party tools to maximise the effectiveness of campaigns through a single workflow for TV and digital. Together, MediaMind/DG will offer OMG advertisers the ability to reach audiences across all video channels through an efficient campaign distribution platform while providing accurate cross channel reporting.
Joel Crawford, Vice President EMEA, MediaMind, concludes: “This announcement reflects the ever-increasing strategic importance of the platform. As a global technology partner to OMG, their agencies will be using MediaMind¹s ad tech platform to manage and deliver online ads in North America, EMEA, LATAM and APAC.
“We’re seeing in EMEA that our customers are attracted by the open and neutral nature of our platform, and its ability to connect to the other services they already use. That has also been a factor in this particular announcement, as has the fact that DG is working across multiple channels. That makes us very well situated to help agencies like OMG’s, that are delivering campaigns on the big brands, where there is a real need to build and deliver more effective cross-channel campaigns.”Global Desk Editor