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.
MAGNA, 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.