Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Accenture Nabs Agency
Accenture will buy Australian agency Reactive Media as it continues to bone up on digital marketing. “Brands are recognizing that being relevant to customers has never depended more on how they engage with customers digitally,” said Brian Whipple, senior managing director for Accenture Interactive. The deal calls to mind Deloitte’s 2013 acquisition of Seattle agency Banyan Branch. Agencies and consultants, unite! Press release.
In another agency M&A move, WPP’s digital agency Possible snapped up Portland, Ore.-based Swift for an undisclosed sum. “Real-time content is what clients are asking for and what we predict is going to be an even bigger deal in years to come,” Possible CEO Shane Atchison told The Wall Street Journal. “When you look at a digital agency’s relationship with a brand or client, content and social are the battleground.” The buy follows Possible’s August acquisition of app specialist Double Encore. Pair with this AdExchanger story on how Possible and sister agency Mindshare mix media and creative.
Hearst’s Jumpstart Automotive Group will license Nativo’s native ad delivery tech. Beginning in January, Jumpstart with adopt Nativo’s platform to serve native spots across its owned and operated sites, like Car & Driver, CarSoup.com and US New and World Report Automotive, which together reach over 25 million users. Nativo’s platform is compatible with programmatic systems, and Nativo SVP for Strategy and Operations Chris Rooke believes “more ad networks and ad providers that have worked with publishers on monetization will begin thinking about using this kind of technology to automate, streamline and scale their native ad products.” MediaPost has more.
Stolen By Streaming
Nielsen suggests TV viewership is waning as more eyeballs migrate to streaming services. It reported traditional TV viewership dipped 4% last quarter, while online video streaming spiked 60%. But Netflix Chief Content Officer Ted Sarandos doesn’t see it that way. “We have seen Netflix viewing seed ratings improvements for shows from ‘Breaking Bad’ to ‘Curious George,’” Sarandos said. “Given the new license-fee revenue from Netflix and other [subscription video-on-demand] players, and the relatively stable upfront ad dollars, share may be shifting but the pie appears to have grown.” Read on via The WSJ.
- Veteran Time Inc. Exec Jed Hartman Heading To Bezos’ Washington Post – Ad Age
- Former Hulu CEO Andy Forssell Takes Over At Video Aggregator Showyou – Re/code
- Appier Names Fabrizio Caruso CRO, Former SVP Of Opera Software Joins Appier For Global Business Expansion – press release
But Wait. There’s More!
- Three Ways Google Plans To Grow Its Ad Platform In 2015 – VentureBeat
- Programmatic TV Is A Hard Sell: SMG’s Scheppach – Beet.TV (video)
- Point It On Programmatic: Putting Efficiency At The Center – Turn Blog
- Diageo Wades Into Native Ads With Baileys Shot Into Guardian Content – The Drum
- Why Facebook’s Ad Platform Is All About Beating Google – WIRED
- Apple Taps Rubicon To Help Power iAd’s Adoption Of Automation – Ad Ops Online
- Microsoft Opens Bing Pulse 2.0 Real-Time Polling Platform – PC Mag