Media buyer WPP has entered the mobile search and advertising space following an undisclosed investment in JumpTap.
WPP joins JumpTap’s existing investors, including General Catalyst, Redpoint Ventures, BCE Capital and Valhalla Partners.The companies say they will be work together to develop new ways to target and profile customers using the mobile phone. The partnership will also focus on developing case studies with strong brands who want to market to the mobile user.
JumpTap CEO Dan Olschwang said it's operator customers will be generating more than 250 million searches per month be the end of the year.
"In order to help mobile operators capture value from this strategic asset, we have developed a strategy to attract advertisers and maximise profit, while helping them build and protect search traffic," said Olschwang. "In essence, our mission is to help advertisers and mobile operators build a thriving marketing ecosystem where people on the go can find exactly what they want."
Mark Read, CEO of WPP Digital, said: "Our clients want to understand how to use mobile devices as an effective channel to reach and communicate with customers. We are excited to work with JumpTap in developing and bringing to market these latest marketing techniques and technologies."
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