Omnicom Group’s media services division has signed a deal worth US$230 million with Twitter.
Aside from integrating Omnicom’s automated ad buying unit Accuen with Twitter’s mobile ad exchange MoPub, the two year deal will also lock in ad rates and inventory access for Omnicom agencies and will give Omnicom a “first look” at new ad units and opportunities being developed by the microblogging site.
Lee Smith, APAC CEO, Digital at Omnicom Media Group, said: “The global deal expands our current relationship with Twitter across Asia Pacific and puts us in a great position to further capitalise on innovation in some of Twitter’s largest and fastest growing markets.”
“Asia Pacific now accounts for over 30% of the world’s Tweets, not including the millions of users that sneak through the Great Firewall in China. Markets like Indonesia and India are seeing yearly growth rates of +70% and we are capitalising on those opportunities for our clients,” he added.
According to The Wall Street Journal, prior to this, Twitter has done similar partnerships with other holding companies over the past two years. Last April it signed one with Publicis-owned Starcom MediaVest Group worth a reported $200 million over two years.