As reported by AdExchanger, AOL and Publicis’ strategic alliance is on a timed setting to last exclusively for six months, upon which it will then be opened up to other brands and agencies interested in Live Advertising. Publicis and AOL first ran live advertising initiatives through AOL platforms like Mapquest, The Huffington Post and TechCrunch earlier this year.
Other agency holding companies had somewhat of a “wait-and-see” sentiment about the AOL/Publicis partnership and its potential impact on their standing relationships and work with the media company.
“We’re still going to buy what we buy and I don’t think its going to make our spend go up or down, but it certainly (has the potential) to change the conversation,” said Rob Griffin, EVP & global director of product development for Havas Media. “To me, the opportunity is purely creative and just busting out advertising that’s much more like content that’s trending in real-time based on what’s going on and you’ve got this massive degree of relevancy.”
However, Griffin noted that he thinks the full story has yet to be told. He added, “There’s no discussion in that deal of - are they using a Cognitive Match... or somebody with a technology platform, like a Moontoast, who can swap that content in and out without re-trafficking. There’s got to be some other component.”
With PAL, AOL is “simply making a bet that building a platform with live marketing will appeal to their clients,” said Steve Katelman, EVP, global strategic partnerships, digital at Omnicom Media Group. “It will be interesting to see how that plays out, but there is no exclusive with AOL on this idea. If we had a client that wanted to incorporate ‘Live’ with AOL, TechCrunch, HuffPo, etc. we could tomorrow. And any platform unique to a holding company would be open to all in six months or so.”
Of the alliance’s impact on the agency and services model, Katelman said Omnicom has been doing vendor deals for a long time. As he summed it up, “It wouldn’t make sense for AOL to upset the others – there are too many alternate media choices.”