In late 2012, real rewards network Kiip closed a funding round worth $11 million.
One of those investors, it turns out, was global advertising agency Interpublic (or IPG), and the two companies have now announced a strategic partnership that will see IPG introduce marketers to Kiip's real rewards platform.
Commentators are already branding the deal a sign of the growing interest in the mobile advertising industry - a form of advertising once perceived as likely to annoy scores of consumers.
According to Kiip CEO Brian Wong, however, the deal is further "validation" of mobile's position as a major driver for ad revenue.
'Major moment'
For Kiip itself, Kong said IPG's involvement marks "a major moment" in the company's history.
"By having a partner like IPG and the innovative team at the IPG Media Lab join us, we expect to see accelerated global growth with top-tier marketers who are looking to engage with mobile consumers," Wong explained.
"Having launched just over a year ago, the traction we have made introducing a new advertising model to major brands is remarkable and the potential of rewards-based communications with a connected consumer is nearly limitless."
Big four
The deal has taken on added significance because IPG is considered one of the 'big four' advertising agencies worldwide, employing 43,500 people in more than 100 countries, and boasting a market cap in excess of $5 billion.
And in Kiip, IPG apparently sees an opportunity to "help our clients find new pathways to consumer engagement."
"IPG Mediabrands and the IPG Media Lab identified Kiip as a key player in the increasingly important mobile market, with a thoughtful and effective model that connects brands with the modern consumer," explained Interpublic CEO Michael I. Roth.
IPG's partnership with Kiip will be led by the IPG Media Lab division of IPG Mediabrands.
News
Related Articles
Top Stories
News
3 hours, 19 minutes ago
PocketGamer.biz Podcast Week in Mobile Games E15 - Star Wars: Hunters finally launches, the West's MOBA problem, and Xbox handheld rumours
News
Jun 7th, 2024
Week in Views - The hunt for the new Star Wars game, Xbox goes handheld, and cats versus monsters…
News
Jun 7th, 2024
Week in Views - The hunt for the new Star Wars game, Xbox goes handheld, and cats versus monsters…
News
Jun 7th, 2024
Metacore's Teppo Soininen: “Anybody who has put a game into soft launch knows there’s still plenty of space for f*ck ups.”
Events
Tribeca Games Festival 2024 | North America | Jun 5th |
Xbox Games Showcase / [Redacted] Direct | Jun 9th | |
PC Gaming Show 2024 | Jun 9th | |
Steam Next Fest: June 2024 Edition | Jun 10th | |
WN Conference Istanbul 2024 | Jun 11th | |
GamesForum Hamburg 2024 | Europe | Jun 11th |
ESI London 2024 | Europe | Jun 13th |
Indie Dev Play 2024 | Europe | Jun 14th |