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Fullscreen Deal Gives GroupM Exclusive Access To Influencer Data
- Wall Street Journal, Wednesday, January 6, 2016 9:51 AM
WPP's media buying unit GroupM struck a deal with Fullscreen to help the ad firm's clients work with key social media influencers, especially YouTube creators, according to a Wall Street Journal report Tuesday. Part of the deal called “Playa,” will offer GroupM and WPP clients exclusive access to content produced by Fullscreen talent, and Fullscreen will provide the agencies with exclusive access to the company’s proprietary data and analytics tools, the companies said. This comes as millennials and consumers under 18 are consuming more user-generated content than ever from YouTube stars and other social media celebs. GroupM has worked with Fullscreen for several years, rolling out several ad campaigns with digital influencers.
