Microsoft Aligns with Publicis

PARIS/REDMOND: Microsoft and Publicis Group are set to collaborate on engaging digital content, more effective online advertising opportunities and audience tracking, the two companies announced today.

One of the key elements of the partnership is the creation, production and distribution of programming across an array of digital platforms. 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. First access to the programs delivered by the studio will be granted to Publicis clients.

Another element is collaborating on technologies, methods and innovation focused on the search and ad serving functions, among others, to enhance the performance and return on investment in the online ad space. The first of these efforts is Microsoft’s commitment to The Pool, a VivaKi research initiative that tests new online video ad formats and  digital ad models. 

The third element of the partnership entails the definition, delivery and measurement of specific audiences based on a set of defined criteria. This involves 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. 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 this year.

"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, the corporate VP of Microsoft’s consumer and 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."