BuzzFeed partners with GroupM, world’s largest buyer of online ads
BuzzFeed has emerged as one of the most sought after destinations for advertisers hoping to tap millennial audiences.
BuzzFeed, the fast-growing media site, and GroupM, the world’s largest buyer of online advertising, announced a partnership Thursday that underscores the rising lure of digital publishing to leading brands.
BuzzFeed, with 200 million unique monthly visitors and 1.5 billion monthly video views, will boost its advertising revenue through GroupM’s extensive list of clients.
In return, GroupM -- the advertising buying unit of marketing giant WPP -- gets access to BuzzFeed’s proprietary analytics software, known as POUND. The software allows the website to see where and how its content spreads from one social media platform to another.
GroupM will also house a dedicated creative team at BuzzFeed Motion Pictures, the publisher’s Hollywood-based video arm. GroupM clients will receive preferential pricing with BuzzFeed.
“The future of advertising lies at the intersection of creativity, data, media and technology; that’s where BuzzFeed has built its business and proved its value to brands,” said Rob Norman, chief digital officer for GroupM.
The partnership involves no investment or equity exchange, the companies said.
However, Norman told Advertising Age that the companies have a multimillion-dollar relationship that could grow 50% year-on-year.
BuzzFeed has emerged as one of the most sought after destinations for advertisers hoping to tap millennial audiences. More than half its audience is aged between 18 and 34, according to Comscore.
NBCUniversal made a $200-million equity investment in BuzzFeed last week.
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