Facebook, Publicis Groupe Reach Multiyear Deal

By David Cohen 

PublicisGroupeLogo650Facebook clinched a huge advertising deal Monday, as Ad Age reported that the social network inked a long-term partnership with advertising holding company Publicis Groupe, which includes media networks Starcom MediaVest Group and ZenithOptimedia, as well as digital agencies Digitas, Razorfish, and Rosetta.

Ad Age pegged the value of the deal at some $500 million, although neither company would specify terms. The two companies told Ad Age the partnership was “five to six months in the making,” adding that Publicis Groupe agencies would gain access to insight from Facebook, as well as engineers and other creative talent from the social network, aiding their efforts to create custom ad units or content.

Components of the agreement, according to Ad Age, include the integration of data from Facebook into Publicis’ media-mix-modeling platform, the creation of a task force to focus on rich measurement, and the integration of a Publicis “content-at-scale product” into the social network’s new mobile ad network, Facebook Audience Network.

Facebook Vice President of Global Marketing Solutions Carolyn Everson told Ad Age:

When you look at the composition of the entire partnership, there are aspects benefiting Publicis, whether it’s a first look and a competitive advantage of moving quickly on some of these elements. This is the first time we have all of the different elements that will allow clients to reach a significant scale of 100 million people per day in the U.S. and audiences within the 100 million the client wants to reach.

Starcom MediaVest Group led the talks between the two companies, according to Ad Age, and its CEO, Laura Desmond, added:

Publicis and Facebook are announcing a multiyear partnership focused on co-creation of product around data, video, and images, including core Facebook and Instagram.

A year from now, if we see certain opportunities in the video space and to co-create additional product for us to augment our modeling systems … we have a broad agreement to do that.

Readers: Do you see more huge advertising deals like the partnership with Publicis Groupe in Facebook’s future?