Publicis digital agency ZenithOptimedia has announced a world-first partnership with search giant Google to create a unique consultancy to revolutionise mobile strategy.
Dubbed 'Horizon', the new service will evaluate and and analyse current mobile strategy, investment and deliver analytics and measurement to improve performance. Zenith clients such as British Airways, NatWest and O2 could be among the first to benefit from this revolutionary programme, reinventing their mobile strategy before their competitors catch up.
ZenithOptimedia has forecast global mobile adspend to increase by 67% in 2013 - with mobile currently representing 11.7% of all media streams, its share of adspend is just 2.5%. Horizon has been built in anticipation of the mobile boom.
"It is critical that mobile is positioned higher up the communications agenda. We are doing this through Horizon," said Frederic Joseph, CEO at Performics and head of global mobile initiatives at ZenithOptimedia.
"With this unique initiative, clients will get advance thinking, a range of specialist services, and a planning process that will enable them to take full of advantage of the opportunities that mobile now affords them. We are very grateful to Google, who have played a key part in the development of Horizon and will provide our clients with some really exciting services and products.
"We believe that this is the perfect timing for Horizon. The launch of Responsive Design technology means that it is now possible to build a website that can be viewed properly across all platforms, including mobile. And for the first time, with Google’s launch of enhanced campaigns, it is now possible to reach people across all devices easily with one single campaign. These two developments will make it easier and more cost effective for clients to realise the benefits of mobile."
Google's unprecedented leadership in the field of analytics and AdWords measurement makes them the ideal partner to deliver insights regarding online strategy.
"The speed and scale at which the consumer mobile space is evolving requires advertisers & agencies to have strong mobile strategies in place," said Carlo D’Asaro Biondo, Google's VP for sales and operations.
"Our move into enhanced campaigns supports this ‘mobile first’ approach by making it easier for advertisers to reach consumers, whether they are on their mobile phone, tablet or desktop.
"As such we are delighted to align with ZenithOptimedia on crafting and refining client mobile strategies. They have been a great partner and we’re excited about the opportunities that lie ahead in jointly operating to make the most out of the web for our customers and their consumers."
Monday, June 17, 2013
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