Twitter Strikes Major Advertising Deal For Social TV
In its flight towards IPO Twitter strikes a major advertising deal for Social TV with Publicis’ Starcom MediaVest Group.
The deal values hundreds of millions of dollars over multiple years and gives Starcom clients like; P&G, Walmart, Coca-Cola. Promising them access to preferred advertising, advertising products and research and data.
In the Financial Times president of global revenue Adam Bain stated: “We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV. That’s not what we believe. Twitter is a bridge.”
An SMG executive added that Twitter was no longer an experiment but “something essential.”
Both new partners will also create a social TV lab, to better understand how marketers can use social media for ad campaigns linked to television.
Twitter the Bruce Almighty of Social TV?
Twitter seems extremely dedicated when it comes to Social TV. Their strategy and push is both impressive and effective.
In December 2012 they already announced a partnership with Nielsen to shape: Nielsen Twitter TV Rating.
In February 2013 they announced a big acquisition; Buying Social TV analytics company Bluefin Labs.
Also in February 2013 Twitter announced the release of its new advertising API.
In April 2013 Twitter announced a video advertising deal with BBC America with other TV networks to come.
My Opinion on Twitter, Global Networks & Social TV
To put things in perspective, Twitter only represents a fraction of the $205 billion marketers spend on TV around the world.
eMarketer however, expects Twitter’s ad revenue to nearly double this year to $583 million, from $288 million in 2012.
Starcom MediaVest Group is a leading media planning and buying agency, along with rivals OMD Worldwide (Omnicom) and Mindshare (WPP’s GroupM).
The big question is, how will Omnicom and WPP explain this Starcom “Twitter play” to their global clients? And, what will be their Social TV strategy?
Wishing I would be able to share some of the insights around this topic, but will always respect an NDA.
For now, it looks like the Twitter partnerships are seamlessly combining the offline and online worlds of advertising.
I must reward Twitter for its strategic and bold moves.
The young bird has fledged and looks ready to fly.
Probably towards the inevitable IPO.
What About You?
What do you expect from global brands or global networks when it comes to Social TV? I would love to read your opinion in the comments below.
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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker.