AOL has announced that GroupM will be its exclusive Canadian advertising partner for AOL Originals online video.
Clients of GroupM’s Mindshare, Maxus, Mediacom and MEC agencies will have red carpet access to all ad slots on 15 of the 16 original series AOL Originals has scheduled to run throughout the year.
The announcement followed AOL’s presentation at NewFronts Tuesdsay afternoon, where the company released its 2014 programming lineup. AOL plans to renew #CandidlyNicole, a reality series based on Nicole Richie’s tweets, along with Sarah Jessica Parker’s documentary series on the New York City Ballet. New additions include a chat show where James Franco has celebrities act out their favourite classic film scenes, a reality series pairing business moguls with all-star athletes, and a docuseries about punk rock group Against Me!’s transgender lead singer.
Stuart Garvie, GroupM Canada’s chief commercial officer, said the partnership affirms the agency’s commitment to original, quality programming. Although GroupM agencies will make use of some of AOL’s data and targeting technology for online video advertising, that’s just icing on the cake.
“What got us into this deal was the content,” he said.
As part of the deal, GroupM will seek sponsors for AOL’s Makers, a multiplatform digital series profiling influential women. Through its debut season last year in the U.S., Makers shared the stories of 230 women through thousands of unique videos. Makers Canada will focus on Canadian women who have made a mark on history. Garvie said GroupM has not yet approached potential sponsors for the show, but will be seeking them in the next few months.
AOL’s new original series will air in Canada on the AOL On network and across AOL’s premium web properties. Check out the renewed series sizzle reel below.