Google-MediaVest Deal Aims to Change Online Ad Buying30 Oct, 2013 By: Doug McPherson
MOUNTAIN VIEW, Calif. - Google has inked a deal with Publicis-owned MediaVest that supports display, online video and mobile ad inventory in the U.S.
MediaPost News reports a Google spokesperson said the transaction process for rich media, video and mobile ad buys is very close to television ad buys. "We're talking with other folks about this," the spokesperson said. "There's not a template on how this will work, but we'll come together with industry partners to figure out how it goes from here."
Kevin Lee, founder of Didit, a digital marketing company, told MediaPost News that media buyers are willing to pay a premium for ads just to know the future. “Non-guaranteed media buys freak out media buyers,” Lee said. “As more media buys become programmatic, prices are no longer guaranteed. That's why media buyers are not that comfortable with search.”
Insiders believe more digital upfront deals will occur in opposition to programmatic buying and that the momentum is building for a shift on the digital side to move to more of an upfront model, which is what buyers are used to on TV.
Google has hosted digital upfronts in the tradition of major TV networks during the past several years, specifically for YouTube. But AdAge said the deal with MediaVest allows brands to advertise across the Google landscape from YouTube to premium websites to mobile apps.
“This new partnership truly enables MediaVest to realize the promise of online video at scale, which has been talked about but rarely realized,” said Christine Merrifield, MediaVest president of investment, activation and operations, in a statement released Friday.
MediaPost reports that MediaVest's U.S. clients Coca-Cola, Honda and Walmart, among others, will have easy access to high-quality content online on YouTube partner channels and top-tier sites in the Google Display Network, like NBC, People.com and Glamour; and high-quality mobile content, including the AdMob mobile app network and mobile display network.
MediaVest also gets access to Google insights tools and strategists, YouTube and creative resources as it looks to build compelling online experiences for clients. Before Thanksgiving, media planners want the pre-negotiated deals, so they can download a full year of specific buys and know exactly what they will get in 2014 – even at a higher price.