Microsoft and Publicis partner for targeted ads deal

by Sarah Johnson, marketingmagazine.co.uk 26-Jun-09, 10:40

LONDON - Microsoft and Publicis Groupe have joined forces with a deal to use data from TV set-top boxes to deliver targeted TV ads.

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The Saatchi & Saatchi and Starcom owner hopes to create new digital ad formats through its media operation Vivaki.

Vivaki will tap in to data direct from set-top boxes detailing which programmes are watched when and the ‘flicking' habits of viewers. It will use Microsoft's Admira technology.

Publicis Groupe clients will be able to buy audience-specific ads based data from US households. A second phase of the deal will involve developing new digital ad formats through Publicis Groupe's existing initiative, the Pool. This will be an alliance involving Microsoft, CBS, Hulu, Yahoo, AOL and Discovery. It has created a new pre-roll advertising format expected to launch in January.

Microsoft will help develop and launch 10 advertising formats in different areas, including user-generated content, mobile phones and social marketing.