HuffPo Australia strikes 12-month deal giving Dentsu Aegis clients exclusive display ad access
Media agency group Dentsu Aegis has secured the exclusive rights for The Huffington Post’s display and video inventory for 12 months, Mumbrella understands.
The deal gives Dentsu Aegis clients access to the recently-launched site’s Australian display and video inventory across desktop and mobile, however it does not extend to the site’s native advertising.
HuffPost Australia’s deal is similar to the one the publishing company used to launch in India, tying up with WPP’s GroupM at the end of last year. It had also used a similar deal with Dentsu to launch in Japan in 2013.
The Huffington Post launched 10 days ago and has named Lisa Wilkinson as editor-at-large and joined the Australian Press Council.
Dentsu Aegis agencies include Carat, Vizeum, Dentsu Mitchells and iProspect.
I just don’t get these types of deals at all. So Huffpo can only sell their ads to 20% of the market, and Dentsu clients get shoved a whole heap of Huffpo inventory, they may not need. So much for a free world…
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Very smart move by the Aegis team. Only a matter of time before we started to see these kind of lockouts form part of an agency’s sell to prospective clients.
Well done all!
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Mark, yes, it is almost certainly a smart move by Dentsu on several levels, but Jackson, I’m also with you on this. The media agency sector is under the microscope right now for a number of reasons and objectivity is one of the concerns being widely voiced. If 100% of HuffPo’s sales must come from one media group, then clients of that media group should surely sit up and take note. I’m not suggesting Dentsu might shoehorn clients into media space that is not right for them, but doesn’t it unnecessarily raise the concern at a time when everybody and everything is being scrutinised?
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