WPP and InMobi Group have entered into a partnership in India to jointly help clients build mobile marketing and media plans.
InMobi’s cloud platform there can reach 200 million mobile users in the country, including 36 million smartphones with reachable lock screens.
Under the agreement WPP, through its GroupM and Kantar units will provide expertise in content, media, data and research to help create personalized consumer messages at scale to be deployed across the InMobi platform, which includes in-app programmatic buying capability.
Naveen Tewari, Founder & CEO of InMobi Group, summed up the deal's benefits this way: "InMobi and WPP's strengths in technology and marketing expertise mean that we are best positioned to take the guesswork out of complex data and provide integrated solutions for brands to help them drive real connections with consumers."
With success, the alliance could expand to other markets.