Media agency network IPG Mediabrands, which is part of the Interpublic Group, has tied up with research major Nielsen on Monday in the area of data management and technology. The global deal, which covers India, will see the two collaborate to deliver advertising and media solutions to clients of IPG Mediabrands, using data and technology as levers.
The move comes as most media agency networks including GroupM, Publicis Media, and Dentsu Aegis Network (Dentsu) investing heavily to improve their digital and data capabilities in India.
Advertising expenditure reports released in the past few weeks by most media agencies say that digital advertising will constitute a quarter of ad spends in India in the next few years from 16-17 per cent now.
Digital advertising is nearly Rs 100 billion in size in the country, slated to cross Rs 123 billion in the next two years.
Two weeks ago, GroupM had acquired digital creative agency The Glitch in India to give it an edge in digital marketing services and communications in the country.
Publicis Media and Dentsu, on the other hand, have been acquiring data and technology skillsets to be future-ready. Last year, Dentsu wrapped up its 13th acquisition in South Asia by buying Bengaluru- and Pune-based digital agency Sokrati Technologies, which gave it a fillip in search and performance marketing in the country. Before that Dentsu had acquired digital design studio Fractal Ink, digital consultancy Communicate 2, and social media specialist WATConsult.
Speaking about the new partnership with Nielsen, Shashi Sinha, chief executive officer, IPG Mediabrands India, said, “We will develop dedicated products and tools for our clients powered by Nielsen’s strength in data and technology. This will lead to sharper consumer insights and better strategies for our clients.”