WPP and Omniture, provider of online business optimization, announced a strategic partnership that will provide clients with more-effective insights globally across both digital and traditional media channels. As part of this partnership, WPP is making a $25 million investment in Omniture common stock.
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. This will allow marketers to increase their revenue and profit returns from online marketing and to manage and optimize their overall marketing expenditures.
WPP companies involved in this partnership include G2, OgilvyOne, RMG, Wunderman, Enfatico, specialist agencies Schematic, VML and ZAAZ, Group M, 24/7 Real Media, Kantar and Bridge Worldwide.
WPP and Omniture have agreed over the next 12-18 months 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)
"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,” said Sir Martin Sorrell, Group Chief Executive, WPP. “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.”