Unleashing the Power of CTV and OTT: PMG Acquires Camelot for Unparalleled Expertise
PMG boosts its capabilities in CTV and OTT through the acquisition of Camelot, gaining advanced expertise in these key areas This follows Camelot's recent partnership with iSpottv for improved measurement solutions
Article Brief:
PMG Acquires Camelot Strategic Marketing & Media, a Leading Buyer of Video, Over-the-Top (OTT), and Connected TV (CTV) Advertising
PMG gains "advanced expertise" in CTV, OTT, traditional media, and measurement through the deal. Additionally, Dallas-based Camelot will gain knowledge from PMG in search, social, programmatic, and other technology areas. The integration is now in effect, with the timing of specific initiatives determined by client needs. Leading the combined company will be PMG's founder and CEO, George Popstefanov. The company will employ 700 people globally.
Article Insight:
The acquisition of Camelot by PMG highlights the increasing importance that agencies are placing on emerging video channels like CTV. These channels experienced a surge in popularity during the pandemic and have now become a major focus for traditional media companies. According to WARC, CTV spending is projected to grow by 12.1% in 2024, reaching a total of $33 billion.
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PMG, which works with notable clients such as Apple, Nike, Best Western Hotels & Resorts, Gap, and Shake Shack, recognized the need to expand its integrated marketing services. Founder and CEO George Popstefanov explained that their decision to partner with Camelot was driven by their exceptional video expertise and dedication to pushing the boundaries of the video industry. This aligns perfectly with PMG's focus on technological advancements, automation, and innovation.
This collaboration comes at a time when Camelot has demonstrated growth in their capabilities and expertise in the CTV space. They successfully tested a product from Dish Network that allows for programmatic buying of linear and streaming inventory. Additionally, they were among the early adopters of Magnite's direct-buy video platform, ClearLine.
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Camelot has enhanced its measurement capabilities by partnering with iSpot.tv. This multiyear partnership provides clients with access to iSpot.tv's products, which include unified cross-platform measurement and verified streaming capabilities. In addition, Camelot became Roku's inaugural certified partner, utilizing the OneView measurement and technology platform when it debuted in October 2022.
PMG, also headquartered in Texas, is one of three independent agencies that have partnered with Reddit to benefit from incentives, advanced measurement, insights, and early access to new ad product tests typically reserved for major holding companies.
