OMG inks one-year global partnership with MediaMind

The one-year partnership will allow OMG clients to use the MediaMind platform to manage and deliver online ads in Asia-Pacific, North America, EMEA and LATAM.

The partnership will also focus on integrating second screen experiences and bridging offline and online.

As part of the deal, MediaMind and parent company DG’s platform capabilities will be integrated within OMG’s own technology platform.

OMG will also offer access to its technology teams and roadmap in a bid to create a partnership to be at the forefront of ad campaigns and data management.

Jordan Khoo, regional director for MediaMind Asia-Pacific, said the partnership would benefit both sides in terms of creating synergies, driving more digital adoption for clients, and providing access to markets, case studies and training.

He said, “OMG has done a lot in terms of digital and TV separately, but as far as the dual screen is concerned, it is a new frontier where both companies are committed to grow the opportunities further.”

Nico Abbruzzese, digital director at Maxus APAC, suggested that although the current focus of the partnership is on MediaMind’s ad platform, OMG could be looking to tap its strong DSP (demand-side platform) capabilties going forward.

He said, “I think if we read between the lines, the move from OMG is fundamentally trying to gain a partner to counterbalance the strength that is presented in the market around DSP technology.

“Where I think this deal is angling at is playing with the best-in-class to ensure OMG has the technology to futureproof the requirements to be smarter at managing ads, audiences and effectively driving their capability.”

OMG was unable to comment on the announcement.