WPP has signed an affiliation agreement with PPG, a digital marketing firm in Iran, which operates more than 15 top digital services companies in the country. This agreement will give WPP and its clients access, on an exclusive basis, to various digital marketing channels in the Iranian market and provides PPG with access to a significant amount of knowledge through connections with the world leader in marketing communications.
PPG employs more than 200 people and comprises several Iranian digital businesses including Anetwork, ADRO, RASANEX, ADAD, DMC and a host of other content, technology, data, mobile and digital consultancy businesses.
Anetwork, Iran’s online advertising network, serves 6+ billion impressions per month, reaching more than 36 million Iranians.
ADRO is a real-time bidding advertising exchange platform for web and mobile adverts in Iran, connected to all local networks. It has over 184,000 sites and apps, and offers re-targeting pixel for local and international traffic.
RASANEX is a DSP (Demand Side Platform) in Iran serving seven of the largest agencies through its media spend.
ADAD is the dominant mobile advertising network in Iran. It is directly integrated with Café Bazaar, the leading local android app marketplace and brand, to monetize over 9000 apps currently in this market.
DMC is a full service digital media house which works in partnership with Digikala, an ecommerce brand in Iran, and has exclusive monetization rights to Digikala’s media. DMC’s Performance Marketing knowledge and tools, access to the top digital sites in the country, and innovative strategies, enables its clients to achieve performance for their smart digital media planning and placement.
This initiative continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: content, technology and data. WPP’s digital assets include companies like Acceleration (marketing technology consultancy), Cognifide (content management technology), Salmon (ecommerce), Hogarth (digital production technology) and Xaxis (a global programmatic media and technology company). WPP also has investments in a number of innovative technology services companies such as Globant, Mutual Mobile, Kuvera (an ecommerce company specializing in Chinese ecommerce platforms) and ad technology companies such as AppNexus, comScore (data investment management), DOMO, mySupermarket and Percolate.
Collectively, WPP’s digital revenues were over USD 7 billion in 2015, representing 37 percent of the Group’s total revenues of USD 19 billion. WPP has set a target of 40-45 percent of revenue to be derived from digital in the next five years.
In the Middle East and Africa, WPP companies including associates generate revenues of over USD 1 billion and employ around 37,000 people.