GroupM moves into mobile with Affle

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SINGAPORE: WPP’s GroupM has entered the mobile advertising space through a partnership with UK-based mobile media company Affle.

Using a new text messaging application called SMS2.0, users click on ad link at the bottom of the screen, which leads to a full screen of the ad, with options to click-to-call, download or find out more about the product. The service is free for users.

Affle has tested the service in India and Singapore with telcos Bharti Airtel and M1, respectively. Advertisers who participated in the trials include Procter & Gamble and Coca-Cola in Singapore, and ICICI and Levi’s in India.

GroupM Interaction chief operating officer Alice Manners said: “Clients have been wondering about mobile marketing,” she said. “It doesn’t work for everyone: it really depends on the client’s objectives and target audience.”

The partnership follows GroupM agency Mindshare’s tie-up with Sing Tel to display ads on push emails on mobile phones .