Twitter has signed its biggest advertising deal to date, worth hundreds of millions of pounds and involving the delivery of high-value data, research and preferred ad slots to clients of major ad buyer Starcom MediaVest Group.
The multi-year deal features TV as a significant element, with the two companies pledging to create a ‘social TV lab’ in order to better understand how marketers can use Twitter to drive the success of campaigns that include television content, according to Starcom CEO Laura Desmond, speaking to AllThingsD.
Adam Bain, Twitter’s president of global revenue, is quoted in the Financial Times as saying: “We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV. That’s not what we believe. Twitter is a bridge.”
The agreement with Starcom MediaVest Group is being styled as a partnership, and includes access to preferred advertising slots on Twitter, research and data, and new products. SMG clients include major multinationals like Procter & Gamble, Walmart and Microsoft.