WPP and Omniture launch partnership to improve marketing ROI
WPP and Omniture have announced a strategic partnership to provide clients with more-effective insights across digital and traditional media channels.
The two companies will collaborate on technology development, on sharing data and information, and in consulting services. The collaboration will focus on providing chief marketing officers and other marketing executives at clients, with greater consumer insights, supported by new technology.
As part of the partnership WPP is making a long-term $25 million investment in Omniture common stock.
WPP said that this will allow marketers to increase their revenue and profit returns from online marketing and to manage and optimise their overall marketing expenditures.
WPP companies involved in the partnership include G2, OgilvyOne, RMG, Wunderman, Enfatico, specialist agencies Schematic, VML and ZAAZ, Group M, 24/7 Real Media, Kantar and Bridge Worldwide.
Over the next 12-18 months WPP and Omniture have agreed to integrate many of WPP’s marketing technologies, data, insights and information products into the Omniture Genesis platform. These integrations will include:
- Open AdStream (24/7 Real Media’s advertising management system)
- Decide DNA (24/7 Real Media and GroupM’s search engine marketing systems)
- 24/7 Real Media and GroupM’s custom media audience network
- TNS Compete (competitive web benchmarking data)
- TNS Stradegy (multimedia channel advertising occurrence and expenditure data)
Sir Martin Sorrell, WPP group chief executive, said: “In the current economic environment and as clients continue to experiment with and develop their online budgets, the need for better analysis, measurability and focus on return on investment is more important than ever.
“This partnership will help our many mutual clients meet these objectives by equipping WPP agencies – across all geographies and disciplines – with the capabilities and tools needed to customize and deploy Omniture solutions in the most efficient and effective ways.”
Josh James, CEO and co-founder, Omniture, said: “We have consistently said that the limiting factor for marketing executives to fully realize the benefits of digital marketing and the corresponding measurability and accountability it brings, is the lack of available online marketing consulting and best practices.”
He added: “The industry, and particularly WPP’s customers, will benefit tremendously from having 500 people from the world’s largest, most connected digital agencies thoroughly trained on the Omniture suite of products. This partnership will provide clients with the best of both worlds – technology and expertise – to optimise their marketing and drive ROI.”
WPP: 020 7408 2204 www.wpp.com Omniture: www.omniture.com