MediaVest has signed an upfront deal with Google to commit an undisclosed amount of advertiser spending toward running video, display and mobile ads on Google's properties.
The deal will extend to all of MediaVest's U.S. clients, such as Coca-Cola, Honda and Walmart, and is reportedly worth tens of millions of dollars over the next year, according to Financial Times. Those advertisers will get access to YouTube partner channels that are presumed to run higher-quality videos, sites within Google's third-party network of publishers like NBC, People.com and Glamour and mobile in-app and browser placements.
The media agency will also get a direct line to Google's insights tools and team members as well as those on the YouTube side and creative resources side. MediaVest clients will not have exclusive access to inventory but will have first rights, according to a source familiar with the deal.
"This new partnership truly enables MediaVest to realize the promise of online video at scale, which has been talked about but rarely realized," said MediaVest's president of investment Christine Merrifield in a statement.
Google's announcement claims the search giant to be "the first and largest partner to strike such a deal with MediaVest." The agency's umbrella division Starcom MediaVest Group had signed an upfront deal with Twitter earlier this year worth hundreds of millions of dollars over a multi-year period. WPP has a similar agreement in place with the microblogging service.