Twitter, Omnicom Deal Combines Mobile Ad Forces

Media agency commits $230 million, report says

Twitter and Omnicom struck an ad deal today, sources confirmed for Adweek. Omnicom Medial Group is set to spend up to $230 million marketing on the messaging platform over the next two years, according to The Wall Street Journal.

The agreement includes a mobile ad partnership that links Omnicom’s Accuen programmatic buying platform with Twitter’s MoPub exchange, sources said.

Twitter has deals in place with other media agencies, including one with Starcom MediaVest Group last year for hundreds of millions of dollars.

From a broader view, paid social media appears to be going mainstream with the big brands that advertising-based companies such as Omnicom and Starcom work with.

Omnicom forged a deal worth some $40 million with Facebook-owned mobile-social platform Instagram during late winter. Just last week, Publicis Groupe agreed to spend "hundreds of millions of dollars" on Facebook over the coming years.

Twitter has shown it can lure large advertisers, but the company is struggling to prove it can significantly expand its user base. Today, eMarketer circulated a report that showed user growth slowing, and most of the next gains coming from overseas.

Twitter has 255 million monthly users compared to Facebook’s 1.28 billion.