Neither Google nor the Publicis digital shops would discuss the
terms of the deal, but both groups said it's the biggest deal of
its kind for each.
The deal includes access to inventory through Google's banner
and mobile ad networks, as well as inventory on its actual websites
such as YouTube and brand pages on Google Plus and Hangouts, among
others. The groups will also work together on campaigns that
include new creative content and web videos through YouTube.
Torrence Boone, managing director for Americas agency business
development at Google, said that the teams might work together on a
campaign that looks like Dove's Real Beauty Sketches. Parent
Unilever initially launched
the campaign on YouTube and then promoted the creative across
Google's display and mobile ad networks.
"The innovation and motivation for the campaign had digital at
the core," he said. "That's the kind of campaign type that we're
looking to replicate by having a significant upfront commitment and
rallying additional resources like creative planning, content data
Google has long been the dominant player in search advertising
but recently it has become a power in display as well. In 2011,
both Facebook and Google overtook Yahoo as the biggest sellers of
online display advertising in the U.S. Facebook briefly held the
lead but was overtaken by Google in 2012. This year eMarketer expects Google to account for just
over $3 billion in U.S. display advertising in 2013 or about 17% of
the total market, compared to $2.9 billion for Facebook and $1.3
billion for Yahoo.
When asked how this latest commitment is different from Google's
deals with more traditional media buying and planning agencies, he
said that digital agency campaigns tend to start on digital
platforms. "They can be uniquely tapped to drive the brand agenda
of very large clients who are increasingly focused on digital as
the core of their brand marketing efforts," he said. "Traditional
media [players] are still more TV centric."