Innovative Product Delivers Superior Effectiveness and Higher Return on Ad Spend
NEW YORK (September 7, 2010) ––GroupM, the leading global media investment management operation, today announced the launch of the industry’s first Demand Side Platform (DSP) advertising solution for mobile media.
The GroupM solution enables display advertisers to dynamically measure, value, buy and optimize placements on a real time, impression-by-impression basis, with machine-learning algorithms based on success in achieving a brand’s desired goal.
Unlike existing mobile advertising solutions that optimize primarily on click-throughs, the newly-launched solution provides advertisers with the ability to control media investments based on downstream consumer activity on mobile applications and across branded mobile sites. It also allows GroupM, parent company to WPP media agencies Maxus, MEC, MediaCom, and Mindshare, to manage its mobile buys more directly and allocate investments more efficiently.
GroupM’s mobile unit, Joule, will lead the initiative, which will be integrated with GroupM’s new B3 Mobile solution developed by WPP’s Media Innovation Group, to further the company’s efforts to collect cross platform data and insights. B3 Mobile offers insights into digital channel integrations as well as advanced analytics across both mobile display and smartphone applications. It also helps build, target and optimize mobile audiences.
“The mobile DSP integrates the most advanced dynamic bidding system combined with sophisticated analytics to bring about the highest level of media effectiveness, efficiencies and insights,” said Rob Norman, Chief Executive Officer of GroupM North America and Global CEO of GroupM Interaction. “We have consistently kept our clients at the forefront of mobile innovation and we recognized the need to continue to make bold, strong investments in technology to keep them ahead of the curve.”
The new DSP mobile initiative uses ad decisioning technology developed in conjunction with Boston-based DataXu.
“The mobile category has massive potential. It seems likely that the smart phone sales will exceed those of PC’s by 2012,” said DataXu President-CEO Mike Baker. “The significance of the collaboration between our two organizations means advertisers—for the first time—can reach relevant audiences at an unprecedented price and scale, across online and mobile media. This is a monumental step forward in mobile advertising.”
GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.