Magna and Roku Close Strategic Advertising Partnership

What: IPG Mediabrands' MAGNA has closed an industry-first strategic partnership with Roku, Inc. to deliver targeted advertising to OTT audiences.
Why it matters:Partnering with Roku builds on these efforts, enabling MAGNA clients to reach viewers who have shifted their TV consumption to OTT.

Print qmrvcziq_400x400 roku_logo_squareMAGNA, the intelligence, investment and innovation unit of IPG Mediabrands, announced an industry-first strategic partnership with Roku, Inc. to deliver targeted advertising to OTT audiences. Through this partnership, IPG Mediabrands clients will gain accelerated access to the advanced advertising capabilities of the Roku® platform, including precision targeting, programmatic workflows, interactivity, and audience measurement.

MAGNA’s partnership with Roku further cements the agency’s video diversification efforts. During the 2016 Upfronts, MAGNA secured the largest ever Google Preferred deal and shifted a portion of clients’ TV advertising spend to YouTube.

Partnering with Roku builds on these efforts, enabling MAGNA clients to reach viewers who have shifted their TV consumption to OTT. MAGNA clients already active with Roku include BMW, Coca-Cola, The Hershey Company, MillerCoors, JetBlue, Dunkin Donuts, Charles Schwab, IHOP, Sony Pictures Entertainment and Office Depot.

Digital advertising spend will surpass TV this year

“Last year, we made a concerted effort to provide marketers with viable sight, sound and motion opportunities beyond linear television,” said David Cohen, President, North America at MAGNA. “Now, we’re continuing to diversify the mix, transcending audience demographics while leveraging data in a new and exciting way through our partnership with Roku. They offer the most sophisticated OTT advertising path to reaching customers.”

“By integrating advanced ad technologies directly into our TV operating system, Roku is able to offer advertisers the most advanced ad capabilities in OTT,” said Scott Rosenberg, Vice President of Advertising at Roku. “This partnership accelerates our work with IPG Mediabrands, and opens the door to close collaboration on new ad products in 2017.”

OTT viewing, and digital video more generally, are growing rapidly. Ad-supported viewing is now the fastest-growing segment on the Roku platform, accounting for half of the top 250 most-watched channels. MAGNA’s latest Global Advertising Forecast, released in December 2016, which projected that digital advertising spend will surpass TV this year.MAGNA is actively expanding its television advertising strategy across emerging platforms like OTT, enabling the agency to provide client solutions at the pace of the consumer.


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!

 

 


MORE FROM PORTADA

SOUNDING OFF: Lee Flynn- How to Use Marketing to Your Business’ Advantage

SOUNDING OFF: Lee Flynn- How to Use Marketing to Your Business’ Advantage

One way in which a company can stand out from the competition is through an excellent marketing strategy that not only attracts, but also retains customers. So what are some key parts of an excellent marketing strategy?


Only These Five Athletes Made it to the Time Magazine 100 List

Only These Five Athletes Made it to the Time Magazine 100 List

Only five athletes from around the world made it into the 100 Most Influential People of 2017 list, and only one of them isn't from the U.S.


RANKING: Top 10 Websites Most Visited by US Hispanics

RANKING: Top 10 Websites Most Visited by US Hispanics

Which websites do US Hispanics prefer? What activities do these sites allow them to do? Does gender play a role when it comes to choosing online media? Read on for the answers to these questions, drawn from comScore’s February 2016 ranking.