Publicis to work with Mobile Discovery

By Mickey Alam Khan

December 4, 2008

David Miller is CEO of Mobile Discovery

Publicis Groupe has struck an alliance with Mobile Discovery for technology that connects offline advertising with mobile.

The French-owned agency conglomerate's VivaKi Ventures unit will use Mobile Discovery's Connected Media Platform to create integrated offline, online and mobile campaigns that can be tracked digitally.

"The alliance is about making our platform available to all of the member agencies within the Publicis family," said David Miller, CEO of Mobile Discovery, Reston, VA.

"Even more important than that, it's about providing their clients with the ability to enhance the value of their offline media spend by connecting it with their online content," he said.

The Connected Media Platform is a Web-based system that lets advertisers and agencies create, execute and report on integrated campaigns.

For example, when advertisers want to add an action component to their print or outdoor campaign, they can use the Mobile Discovery platform to bolster the creative with a short code, a scan-worthy 2D bar code or another digital return path that consumers can act on via their mobile phone.

The technology also covers moble search and image recognition.

"It's a horizontal ad management platform," Mr. Miller said.

Advertisers working with VivaKi network agencies such as Digitas, Denuo, PhoneValley, ZenithOptimedia and Starcom MediaVest Group will have access to the Connected Media Platform.

Publicis launched VivaKi in June to improve advertisers' marketing efforts in interactive marketing.

"With this new technology, consumers can now act on impulse from offline media to interact or to transact, whether that's watching a video, listening to an audio file, getting a coupon or making a purchase," Mr. Miller said.

"One of the powerful examples is in-store displays -- the ability to provide consumers with detailed information in store," he said.

Comments on "Publicis to work with Mobile Discovery"

1. sophie smith says:

   January 29, 2010 at 12:46am

   Thanks for the wonderful article..we can get a lot of information via this article...
   ===================
   legal marketing

2. Dizzy Border says:

   December 17, 2008 at 10:19pm

   This is an excellent development. However, I think marketers have not yet fully appreciated the full value of using codes in their campaigns. Companies like Mobile Discovery can make a big difference. Guys at www.mobilebarcodesrock.blogspot.com are trying to drive the conversation as well.