At AOL’s Future Front event in New York City today, kicking off Advertising Week 2015, the company announced an exclusive partnership with multi-national communications behemoth Publicis Groupe for Go90, the mobile-first entertainment platform recently launched by AOL’s parent company Verizon.
Under the terms of the deal, Publicis agencies and brand clients will have exclusive advertising inventory on Go90 for three months beginning in Q4 2015. The arrangement will continue non-exclusively to Q3 2016.
Publicis’ companies and clients will be involved in the development of the Go90 platform through Head Start, a new program from AOL that will allow them to test features on the Go90 platform as they are developed and explore user response to different types of advertising in order to accelerate learning and campaign creation.
Publicis will also have first access to data segmentation capabilities and new ad units and early access to Verizon and AOL data management platform targeting in Q1 2016.
Publicis Groupe company ZenithOptimedia helped broker the deal.
“There is a significant opportunity that sits at the intersection of mobile, video and millennials, and Go90 was developed specifically to connect marketers into this interchange that is quickly becoming the primary screen,” said John Nitti, chief investment officer for ZenithOptimedia, in a statement. “The consumption shift is rapid and we are happy to be leveraging the lion’s share of this premium real estate on behalf of our clients to help drive their competitive edge.”
In entering into an exclusive deal with Publicis Groupe, Verizon/AOL is hardly limiting its options. Headquartered in Paris, Publicis employs 63,000 people in 108 countries. Its holdings span advertising (BBH, Leo Burnett, Publicis Worldwide, Saatchi & Saatchi), digital (DigitasLBi, Razorfish, Rosetta, VivaKi, Nurun), public affairs, corporate communications and events (MSLGROUP), media strategy, planning and buying (Starcom MediaVest Group, ZenithOptimedia), healthcare communications (Publicis Healthcare Communications Group) and brand asset production (Prodigious).