Microsoft, Publicis join forces to focus on digital and advertising industries

Aims at delivering efficacy to clients by enhancing content and performance

Microsoft and Publicis Groupe have signed an agreement to cooperate on three core objectives enabled by the emergence of the digital media world.

The companies will work on key components, Content - creation, production and distribution of programming, across an array of capabilities, tools, and services on the digital palette; Performance - technologies and methods focused on the delivery of enhanced performance including search, ad serving and the portfolio of performance technologies and services; and Audience - definition, delivery and measurement of audiences based on a set of defined criteria of the digital marketing and advertising industry.

Through the Publicis owned studio PBJS, and in partnership with the VivaKi Nerve Center, Microsoft claims to support a PBSJ-developed Content Studio to help global programming opportunities.

According to the companies, the focus on audience is the creation of a customised VivaKi ad exchange for television advertising, offered through the Admira technology, developed by Microsoft's Navic subsidiary. This would enable ‘audience-specific’ television buying by VivaKi, creating an Audience on Demand for television.

The companies claim that the Admira aggregates audience intelligence that may be more challenging to find using traditional sources of viewership measurement, and combines it with additional audience characteristics; Admira could also optimise ad placements in response to near real-time viewing trends and report the actual audiences that are delivered - this helps agencies and advertisers measure the success of campaigns.

As part of the agreement, Starcom MediaVest Group, Zenith Optimedia and Digitas would be using Microsoft Advertising's Admira technology to help clients plan and buy media.

Publicis Groupe is a communications group and media agency. It offers clients an array of advertising services through three advertising networks, Leo Burnett, Publicis, Saatchi & Saatchi, and two multi-hub networks, Fallon and 49%-owned Bartle Bogle Hegarty.

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