Twitter’s Huge SMG Deal, German Mobile Growth, SpotXchange on TV

Twitter has signed a bumper deal with Publicis’s Starcom MediaVest Group that the Financial Times reports is worth ‘hundreds of millions of dollars over several years’. SMG’s clients, which include Procter & Gamble, Walmart, Microsoft and Coca-Cola, will be provided with access to ‘preferred advertising slots on Twitter, research and data, and new products, such as an “In-tweet mobile survey” programme that will allow companies to poll consumers for real-time opinions’.

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Mobile Ad Spend Surges in Germany

Mobile ad spending was €62 million in Germany in 2012, but is expected to climb to €105 million in 2013, representing a growth of 70 percent this year, reports eMarketer. The research was carried out by the Bundesverband Digitale Wirtschaft (BVDW, or the ‘Federal Association of the Digital Economy’ in English), a German trade association, but the data only includes data from member publishers. eMarketer say their own estimates suggest the market is significantly bigger and is currently worth approximately $349.1 million.

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SpotXchange’s Mike Shehan Says TV Budgets are Moving Online

Mike Shehan, CEO of SpotXchange, told Bloomberg TV that TV budgets are shifting online as TV buyers are supplementing their TV buys with video with programmatic buys as more quality inventory becomes available. Shehan said mobile video advertising is similar to how video advertising was in 2007, and that digital GRPs haven’t evolved to the point where they can be used for mobile camapigns.

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