Madhouse will be the exclusive mobile marketing partner for GroupM clients in China. The service will be referred to as ‘GroupM Mobile, powered by Madhouse’. The WPP media unit is putting together the internal structure and personnel to oversee the agreement ahead of a formal announcement.
The deal is not exclusive for Madhouse. The Shanghai-headquartered company connects advertisers with mobile media publishers. As well as ad inventory, it offers ad-serving and campaign management services.
A spokesperson for Madhouse confirmed the tie-up . A WPP spokesperson said: “We want to provide the best mobile marketing solutions for our clients in China and in our opinion Madhouse is the best.” China has the world’s largest mobile market, with 556 million users.
Mobile marketing has been slow to take off, with 2007 spend just rmb780 million (US$114 million), according to Morgan Stanley Asia.
But the roll-out of 3G services in the market is expected to drive spend upwards.
GroupM China inks deal with Madhouse
SHANGHAI - GroupM is targeting China's rapidly growing mobile market after securing a strategic partnership with mobile ad network Madhouse.
