Omnicom Media Group announced a mobile ad deal with Twitter worth $230 million over the next two years.
This partnership will integrate Omnicom’s automated ad buying unit Accuen with Twitter’s mobile ad exchange MoPub. The deal is expected to drive better pricing and targeting, said Jonathan Schaaf, president of U.S. Digital Investment for Omnicom Media Group.
Twitter’s been a major advertising partner for our clients in the past. Omnicom wanted to form a closer business relationship with Twitter that extends beyond just media buying.
Like many of these deals, it will include an element of “research” the companies said.
“This is the first holding company agreement we’ve done on the mobile ad exchange side,” said Twitter’s president of global revenue, Adam Bain, adding, “It’s great for us because we’ll now have high-quality advertisers coming through the exchange.
Ads purchased programmatically from Twitter only show up across third-party sites in its MoPub network, but the social network plans to let marketers buy ads on its own site soon that way too.
Omnicom’s Schaaf said he expected mobile advertising to become a larger portion of overall advertising.
The average consumer spends a quarter of their daily screen time with their mobile device and it’s only about 10 percent of the total marketing dollars, so I’d expect that to level off.
Twitter isn’t the only social network striking this type of deal, of course. Last week Facebook signed a multi-year deal with Publicis worth “hundreds of millions” of dollars. That arrangement is designed to more closely integrate the two companies’ data, the pair said.
Wall Street Journal reported the Omnicom & Twitter mobile ad deal first.