To be able to target the connected consumers and brand influencers, Mediabrand Indonesia, the media arm of the Interpublic Group, has signed an agreement with India’s Lukup Media that offers cross-platform interactive advertising solution. This will enable Mediabrads to offer rich media mobile advertising and consumer engagement solutions to advertisers, brands and content providers.
Commenting on the need for such a solution offering to the agency’s clients, Ram Subramaniam, CEO, Mediabrands Indonesia said, “We discovered that TV, social media and mobile are working in combination to empower a new group of consumers. We have called this new group the “top 10%”. This new group are having a profound influence on brand choice across categories and we can target such influencers using this platform.” Lukup and Mediabrands will also collaborate to create a qualified database of consumers to target rich media promotions to that are delivered from the Lukup Mobile system.
Lukup Media’s advertising platform is the mobile equivalent of a fan page on a social networking site. Instead of liking a page, a loyal customer just needs to type in the brand’s URL on to their mobile web browser. This subscribes them to the brand and the custodian of the brand can then push rich media notifications to them based on their location.
Kallol Borah, director, Lukup Media added, “Our platform enables advertisers to deliver their ad to the right target audience at the right time; and empower the audience to directly and immediately start interacting with the brand. We are thrilled to work with Mediabrands who have proven expertise in the media industry.” Some of key featrures of Lukup Media’s platform include location specific targeted campaigning capability, interactive and rich media content for higher brand engagement, and usage patter and insights to the advertisers. The platform is compatible with all smartphone platforms including Android, Blackberry, iOS and Windows.