Adgregate Markets announced a partnership with IPG Mediabrands' Emerging Media Lab unit today which will make Adgregate Markets a preferred technology provider within IPG. According to the release, "IPG will promote Adgregate products and services to the Interpublic agency network." Part of the deal includes Adgregate Markets new socially-infused "ShopFans" in banner, e-commerce technology. Read more.
CEO Henry Wong of Adgregate Markets discussed the IPG announcement and the new product line.
AdExchanger.com: What provided the spark for creating ShopFans?
HW: Consumer usage of Facebook is exploding. The driving force was initially communication and content sharing among friends, but now brands and retailers are joining the conversation and often promoting special offers to their fans. For example, a recent report by ForeSee says that, of the 69% of online shoppers who are social media users, 56% have chosen to "friend," "follow," or "subscribe to" at least one store brand on Facebook. Another report commissioned by Opinion Research Corporation and Yesmail found that nearly half (45%) of survey respondents use social networks to research items, compare prices, and look for offers.
What's social about ShopFans?
We're keeping the features hush-hush for now until launch, and only our closest partners know what to expect. It will literally mark the beginning of true social shopping on Facebook. Stay tuned.
An agency holding company deal is a bit of a "holy grail" in the industry. How do you manage the potential needs of a company much larger than you?
That's a great challenge to be facing. Staffing up to meet a growing pipeline of
clients is a top priority.
Can you quantify what you expect the impact on Adgregate Markets will be this year and/or next? Is their exclusivity with the IPG deal?
IPG is getting an exclusive "first look" at some of the ShopFans innovations to be
launched next month and we'll be working closely with key clients to solicit feedback
during the initial launch period. We expect their clients will enjoy this head start.
Regarding impact, we expect 2010 to be our best year ever.
By John Ebbert