Omnicom Media Group will now get first dibs on some of Twitter’s evolving ad products, including new digital video formats, according to the people involved in a broad media deal announced Tuesday. Omnicom committed to spend at least $230 million over the next two years, which will open special access to Twitter and its MoPub mobile exchange.
All of Omnicom’s business units—its creative agencies, media buying teams and data/measurement operations—will benefit from the Twitter tie-in, according to Jonathan Nelson, CEO of Omnicom Digital.
“Take the component pieces of the deal apart—it’s programmatic, it’s video, it’s mobile, it’s got a big number [price tag], and it’s got first-looks,” said Omnicom Digital CEO Jonathan Nelson.
The mega-deal is becoming the norm for social media buying, just last week Publicis announced a sprawling Facebook partnership, and its Starcom MediaVest Group has Twitter commitments. Omnicom entered a special arrangement with Instagram earlier this year.
The latest Omnicom deal takes advantage of the latest Twitter offerings. Here is a look at the key points:
Twitter is making a big push into video with a new one-click format and more brands trying it out. “It’s a coming of age for Twitter, moving past 140 character into distributed immersive video,” Nelson said. “That’s interesting.”
Omnicom clients—including brands like McDonald’s, Johnson & Johnson, Budweiser—will test new ads from Twitter, which has been experimenting with more direct response marketing tools. The newest ad will be open to brands working with Omnicom agencies like TBWA, BBDO, and DDB.
In a first, Omnicom’s programmatic ad buying machine called Accuen will integrate with Twitter’s MoPub ad exchange, which serves ads outside of Twitter and reaches more than a billion users.
Omnicom and Twitter are cooperating on targeting capabilities and campaign measurements. “There will be better data, better targeting and new types of inventory,” Nelson said.