DG announced today a strategic partnership for deeper collaboration in advertising technology between MediaMind, its online unit, and 24/7 Media, WPP’s marketing technology company.
The partnership could form the basis of a global – in scope and in media – advertising delivery system
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that unites television advertising with digital. Here’s the score card: MediaMind was recently acquired by DG, a company that acts as the delivery system for between 80 to 90 percent of television ads, as well as syndicated content.
The DG platform takes content
and creative from agencies or post-production houses and delivers it over IP network or satellite to the network operations centers of broadcasters. 24/7 Media, acquired by WPP in 2007, provides its Zeus Advertising Platform, or ZAP, to WPP
clients. ZAP is an audience-management platform that lets brand advertisers track the effectiveness of individual marketing elements and how they influence conversion.
The acquisition of MediaMind by DG is significant because it
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brings together capabilities for traditional TV advertising and digital, according to Andrew Bloom, SVP of corporate development for DG and MediaMind. He said, “You have a company that sits at the heart of the TV ecosystem buying a digital campaign management platform that does delivery, planning, buying, optimization and reporting. A roadmap is laid out for how a single platform could begin to address TV, digital TV, digital and social media.”
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Think Globally, Act Mobile-ly
The rise of the mobile Internet is a worldwide phenomenon with distinct local manifestations. Significant differences from country to country argue against imposing a monolithic, global approach to mobile media – tactics or practices that work well in one market may not prove optimal in others. However, there is much to gain from comparing the evolution of mobile in different markets and from cooperating and sharing information across countries. With that in mind, last year the Interactive Advertising Bureau (where I work) established the mobile committee-global.
Consisting of staffers from IABs around the world working on mobile media in their markets, this group holds calls every two months to share information and insights, provide project updates, and facilitate mobile coordination between the various international IABs. As a kickoff project, the IAB has published a global mobile anthology providing insights into different countries’ experiences with mobile media, contributed by about a dozen of the global IABs. A few key themes emerge around adoption of voice and data and the state of basic and advanced mobile media.
Read more: ClickZ