Dive Brief:
- Google has signed an upfront deal with Interpublic Group's Magna Global for $100 million.
- The deal will allow ad giant Magna access to Google's inventory, data, and direct client assistance.
- For Google, the year-long deal will help the search giant to secure more of the ad dollars that are poured into TV every year by committing Magna to spend client dollars on YouTube and Google's display network.
Dive Insight:
The big deal seems to be quite mutually beneficial for both parties. Google's overall strategy to gain ad dollars that would otherwise go to TV seems to be working in its favor as it closes more deals like the one with Magna. The search engine has seen success because it has changed it's buying model to resemble how it's done in TV. The familiarity in the process makes the transition easier for brands that have worked in TV.
