The venture, ITOP 24/7, aims to connect digital audiences with the agencies‚ advertising and publishing clients. It will launch in January out of Beijing and will be operated with ITOP’s Open AdStream management programme, which is currently used by clients including China Unicom, IBM and Microsoft in China.
ITOP 24/7 will further target audiences from categories such as IT and telecommunications; fashion, entertainment, business and finance.
According to president of OgilvyOne China Chris Reitermann (pictured), the ITOP 24/7 will strengthen brands' confidence in digital avenues and provide a measurement of effectiveness that is necessary given the economic climate.
“This type of business is just forming in China, but we are confident that it will become more platform-driven in the future,” he said in a release. “We also see a trend with advertisers asking for more vertical and niche sites as a part of the media mix. ITOP 24/7 enables advertisers to effectively reach audiences across a broad range of smaller sites."
