Microsoft, VivaKI enter digital ad deal

Microsoft and French advertising company Publicis Groupe have entered into a new digital advertising deal so future digital advertising ventures will be better targeted to select markets.

"This will enable more ‘audience-specific’ television buying by Vivaki, creating an audience on demand for television," according to a joint statement issued by the two companies.  Specifically, content will be pushed through set-top boxes using Microsoft Admira technology, the companies said. 

The TV advertising deal will offer Microsoft additional revenue streams as the company continues to see traditional online advertising stream revenues dwindle due to the economy.  Vivaki, launched by Publicis last year, saw 20 percent of its revenue from digital activities, though wants that number to increase up to 25 percent by next year.

"This agreement reflects our commitment to partner with the world’s largest agencies to drive new ideas and innovations that address the complex marketing needs and challenges facing advertisers today," a Microsoft executive said in a statement.

The two companies didn’t discuss financial details of the deal, but did say a joint studio is being developed to help distribute the content.

I’m anxious to hear a bit more about this partnership in the future, though it’s likely most consumers won’t even realize they’re seeing digital advertising backed by Vivaki when they see it.  The Publicis Groupe actually is one of the world’s largest advertising and communication groups in the world, and Microsoft will help push the company’s content further.