IPG Mediabrands has bolstered its service offering with the acquisition of mobile marketing outfit Mnet Mobile.
According to the ASX, Mediabrands paid $5.5 million for Mnet. Mediabrands Australia executive chairman Henry Tajer said the acquisition would help clients capitalise on that growth, which is being driven by the increasing role of mobile devices in buying goods, reviewing products and comparing prices. Cashless purchases via mobile phones will soon follow, he said.
Mobile ad revenues are expected to continue accelerate. Gartner estimates global revenues will see double digit growth in 2013."The dynamics of consumers’ paths-to-purchase will change significantly in the near future and Mnet will have a central role in how our clients gain advantages within these new dynamics," said Tajer.
He told AdNews that around 30-50 IPG Mediabrand clients could quickly integrate mobile marketing into their campaign planning and that the wins for clients were "quite obvious, relevent and common sense".
"There is a large percentage of clients in Australia that need mobile assets and whose assets have not been optimised. Simple things like mobile websites versus desktop. it makes a big difference becasue clients are looking to engage individuals. Mobile is a path to them. It is important to have the right type of investment and interface to them because they are voting with their fingers."
Mnet was founded in 2001 and has 40 employees across four Australian and one Los Angeles office.
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