June 2009
Microsoft and Vivaki of the Publicis Groupe have announced a broad agreement to closely cooperate on three core objectives enabled by the emergence of the digital media world.
Focusing on Content, Performance and Audience, respective teams will work to bring better value and more efficacy to their clients across the range of digital media experiences.
The relationship will center on key components of the digital marketing and advertising industry:
wide array of capabilities, tools, and services on the digital palette.
of better performance including search, ad serving and the portfolio of
performance technologies and services.
based on a set of defined criteria Through the Publicis owned studio PBJS, and in partnership with the Vivaki Nerve Center, Microsoft will support a PBSJ-developed Content Studio to help enable large scale, global programming opportunities. Publicis Groupe clients will have first access to the programs delivered by the Content Studio.
Microsoft and Publicis Groupe will also work together to explore technologies and methodologies that will enhance engagement, performance and return on investment in the digital marketing and advertising space. The first of these efforts is an ongoing Microsoft commitment to The Pool, a VivaKi research initiative that tests new online video ad formats and new digital ad models. The first lane of the Pool, in test this summer, focused on online video.
The second lane will focus on short form video content. Future lanes will encompass mobile, advanced television and social marketing.
The focus on audience is the creation of a customized VivaKi ad exchange for television
advertising delivered via the Admira technology, developed by Microsoft’s Navic subsidiary.
This will enable more “audience-specific” television buying by Vivaki, creating an Audience on Demand for television. Admira aggregates anonymous audience intelligence that may be more challenging to find using traditional sources of viewership measurement, and combines it with additional audience characteristics currently not available on existing television advertising platforms. Admira can continuously optimize ad placements in response to near real-time viewing trends and report the actual audiences that are delivered, which will help agencies and advertisers measure the success of campaigns.
As part of the agreement, Starcom MediaVest Group, Zenith Optimedia and Digitas will be one of the first agency networks to use Microsoft Advertising’s Admira technology to help clients plan and buy media when Admira goes live in the fourth quarter of 09.
“This agreement reflects our commitment to partner with the world’s largest agencies to drive new ideas and innovations that address the complex marketing needs and challenges facing advertisers today,” said Darren Huston, corporate VP Microsoft Corp’s Consumer & Online group.
“It illustrates our belief that partnerships that bring creativity and technology together can be a powerful combination for brand marketers looking to grow their share.”
David Kenny, managing partner of VivaKi and a member of the Publicis Groupe Directoire, said of the agreement: “Maurice Levy founded VivaKi on the principle of open source pursuit of digital solutions for clients. By partnering with Microsoft and focusing on three critical components of content, performance and audience, we are a stronger partner to our clients and can bring them solutions ahead of the marketplace. Given the pace of change in today’s consumer landscape, collaboration is the smartest approach to keep marketers ahead of the curve.”
............................................................................
Read MICROSOFT ARTICLES on TAXI Design Network
This news message is supported by The Bazaar, a marketplace to buy and sell creative objects. Earn more revenue by selling your prints, downloadable images, or custom products. Set up your store today and stand a chance to have your products featured on DesignTAXI, towards millions of lovers of creative content!
