This week’s round-up of the latest mergers and acquisitions, partnerships, and account moves include Amazon Ads, Stagwell and IPSOS.
Deal Desk rounds-up the latest moves across the global affiliate and digital marketing industry and why it matters.
This week, Amazon Ads announces multiple partnership deals; Stagwell closes Assembly and launches a new media agency; and IPSOS partners with EntityX to offer cookieless programmatic campaigns.
Amazon Ads announces multiple partnership deals
Amazon has announced multiple partnerships across its ads business with Hyundai Motor UK and Bauer Media.
Amazon Ads users now have access to Bauer Media’s audio inventory, which includes Absolute Radio, KISS, Magic, Hits Radio and Greatest Hits Radio.
Together, the radio stations reach 23.5 million UK listeners each week across all formats.
The partnership builds on Bauer Media’s audioXi platform, which allows advertisers to access digital audio ad inventory and connect with audiences across its growing ecosystem.
Charlie Brookes, director of digital, Bauer Media, said: “Audio gives brands a powerful way to build meaningful connections with audiences at scale, and this partnership makes it easier for advertisers to bring Bauer Media’s premium audio brands into their wider media plans.”
Phil Christer, managing director, Amazon Ads UK, added: “Bauer Media’s audio brands are part of daily life for millions of listeners across the UK, which gives advertisers the ability to scale their campaigns and connect with audiences wherever they listen.”
Meanwhile, Hyundai has renewed its exclusive sponsorship deal of Prime Original moves on Prime Video UK for the second year.
It includes Amazon’s extensive back catalogue of original films and 25% more new original titles where Hyundai will be the only sponsor.
Ashley Andrew, chief executive and president, Hyundai Motor UK, said the “collaboration with Amazon Ads and Prime Video has proved to be a powerful way to connect with audiences in innovative and impactful ways” that go beyond traditional TV.
Leaders take
Amazon Ads partnership with Bauer Media highlights the growing importance of audio campaigns – research from Bauer Media’s Sound Check Europe showed that 91% UK marketers say it is important to their advertising strategy. By partnering with Bauer Media, advertisers can plan and activate campaigns at scale from the new Amazon Ads Agent.
Meanwhile, Hyundai’s renewal of its sponsorship deals comes off the back of data highlighting that it consistently delivered double-digit increases in brand lift, with ad awareness increasing by up to 24 percentage points. It shows just how impactful Amazon’s advertising, commerce and streaming ecosystem can be for brands.
Stagwell replaces Assembly with new media shop
Stagwell has launched a new global media agency focused on AI and performance called Stagwell Media.
The agency builds on its performance heritage from Assembly – the former media shop which will now be sunset.
The new integrated agency model combines media, data, commerce and AI-powered technology across more than 50 markets and offers more speed and flexibility for clients.
Mark Penn, chair and chief executive of Stagwell said: “The traditional media agency model wasn’t built for the future of media. Stagwell Media is.
“We saw a gap in the market for a different model and a new way to do media. By combining superior technology, deep media expertise and agility, we help brands to adapt faster, reach audiences more effectively and unlock growth.”
Stagwell Media will continue to be led by Liz Rutgersson, who was recently appointed chief executive with a global and US remit. She will work alongside the chief executives from each of the regions including, Connie Cham, Asia-Pacific; Bridget Hopkins, Europe; Alap Ghosh, India; Ravi Rao, Middle East and Africa; as well as Kacper Klos, global chief executive of digital commerce, Poland.
Leader’s take
This is a strategic move from Stagwell given how rapidly the media landscape is changing. It has developed an agency model that has the speed and agility of smaller, independent media agencies, but with the power and technological infrastructure of a holding company.
Stagwell Media looks to utilise ad solutions from The Marketing Cloud, The Media Machine, Stagwell Search+ and Stagwell Curate while also partnering with its sister companies. It will be interesting to see how this new agency model operates.
IPSOS partners with EntityX for cookieless programmatic campaigns
Market research company IPSOS has teamed up with intelligence firm EntityX to give advertisers the option to activate programmatic campaigns using its data and without any third-party party cookies or tracking infrastructure.
The offering builds on IPSOS’s audience data where each segment can be traced back to real respondents and specific research rather than using a model to determine behaviour.
The partnership means advertisers can use any IPSOS audience segment, and EntityX will then map the cultural topics these over-index on to the broader population; profiles are then matched to content across the open web and delivered directly to media buyers via their existing DSP.
James Torr, senior director, audience measurement, said: “EntityX’s technology allows our rich survey and behavioural data to be activated at scale, ensuring brands reach the right people without compromising on data quality, transparency, or privacy.”
Leaders take
Affiliates often still use third-party cookies or tracking infrastructure to reach their audiences, but this partnership offers a new way of running programmatic campaigns. IPSOS’ data includes a combination of demographics, psychographics and behavioural of roughly 1,500 apps and 7,000 websites, which is huge.
It has already had success with financial services clients – a vertical with strict compliance rules – and now expanding to other verticals, meaning this could open doors for marketers.
Other notable deals
Merkle has been named Talon.One’s global agency partner across the Americas and EMEA. The Dentsu-owned performance marketing agency will combine its CRM, data, creative and digital services with Talon.One’s loyalty and promotions platforms to offer brands enhanced affiliate marketing capabilities.
N1 Partners joined forces with creator and artist Guilherme Atanásio and designer Taras Yoom to fuse igaming marketing with art and merchandise at Affiliate Leaders Summit. The immersive displays were part of its DROP 02: Access campaign.
OpenAI has expanded ChatGPT Ads to Southeast Asia. Its advertising suite is now available in more than 60 marketers including Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and Taiwan. It follows the rollout of ads in Asia-Pacific and Europe.
UK retailer Boots is piloting its store on TikTok Shop with its No7 beauty range. The move forms part of Boots’ plans to reach new and younger customers through emerging shopping channels and social platforms.
Welsh media shop R4 Advertising has opened a new office in Battersea Power Station, London. The expansion has created eight new roles, with the agency expected to add another 20 positions by the end of the year.
