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WPP buys Medialets to measure mobile campaign ROI for clients

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MUMBAI: WPP has acquired US based mobile ad serving and measurement company Medialets Inc.

Medialets offers software tools to help marketers manage and measure the complete return on investment of mobile ad campaigns.

This acquisition continues WPP's strategy of investing in fast growing sectors such as digital. WPP's digital revenues were $6.9 billion in 2014, representing 36 per cent of the Group's total revenues of $19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.

Medialets’ clients include American Express, HBO, Johnson & Johnson and Sky Sports television. The company employs almost 50 people and is based in New York with sales operations in Los Angeles, Chicago and London. Medialets was founded in 2008.

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