Through this partnership, brands will gain access to over 200 million mobile users in India (Mint file)
Through this partnership, brands will gain access to over 200 million mobile users in India (Mint file)

WPP, InMobi partner to co-create marketing products with mobile-first approach

  • WPP’s GroupM will provide data-driven marketing and media planning, with audience insights integration and also share its approach for in-app mobile content marketing
  • Kantar will provide research insights and recommendations on delivery and engagement

Bengaluru: Advertising major WPP and mobile marketing and advertising platform provider InMobi Group have entered into a partnership to co-create products based on unique requirements of brands and advertisers, with a mobile-first approach.

According to a statement on Wednesday, the partnership seeks to leverage the expertise of InMobi Group and WPP agencies, including GroupM and Kantar. The collaboration, the statement said, will enable brands to translate the latest insights into timely marketing action.

WPP’s GroupM will provide data-driven marketing and media planning, with audience insights integration and also share its approach for in-app mobile content marketing, while Kantar will provide research insights and recommendations on delivery and engagement.

Through this partnership, brands will gain access to over 200 million mobile users in India through the InMobi Marketing Cloud, and to more than 36 million smartphone users in India, on their lock screen, through Glance, InMobi's content platform.

WPP country manager for India, C V L Srinivas, in the statement, said “we recognize the challenges associated with managing and translating data insights into timely and relevant brand activity. Today's consumers are inundated with brand messages and we want to enable marketers to cut through the noise to provide their consumers with meaningful connections."

“User journeys in a mobile-first world have become increasingly complex, and brands need an end-to-end solution that helps them to uncover and drive insights into action seamlessly," said Naveen Tewari, founder and chief executive of InMobi Group, in the statement.

Close