mporium Group Plc (LON:MPM) has landed a commercial deal for its IMPACT marketing insights platform to WPP’s Essence digital advertising agency.
The new commercial deal follows a successful trial, on campaigns for two of Essence’s largest blue-chip clients, mporium said.
IMPACT takes a range of data inputs - gathered from TV, news, sports and social media - and uses the insights in real time to manage pricing, timing and selection of creative for digital advertising campaigns.
In the trials, mporium’s proprietary technology was used to enable ‘switching’ across Google AdWords and Facebook, triggered by what’s described as ‘brand relevant’ content on TV, live sports and RSS feeds.
“After completing successful trials with two of our clients, we have seen the benefits that mporium IMPACT can deliver,” said Ryan Storrar, head of biddable platforms at Essence.
“Essence are pleased to have signed a commercial agreement with mporium, that will allow our clients to leverage mporium's IMPACT Technology on demand."
Mporium chief executive Barry Moat, meanwhile, said: “Essence is widely regarded as one of the most innovative digital agencies.
“It is a great endorsement for mporium to announce this commercial agreement with an agency of Essence's calibre and it marks a very significant milestone in our company's development."