Advertising giant IPG invests in mobile rewards player Kiip

16 Jan 2013

Mobile rewards platform Kiip has entered into a strategic partnership with advertising giant IPG’s Media Lab group. The deal will see major brands join the Kiip platform, as well as IPG take a strategic investment in Kiip.

The investment by IPG was a part of Kiip’s most recent round of funding which took place at the end of 2012 and included additional investments from Relay Ventures, Hummer Winblad, True Ventures, and Digital Garage, totalling US$11m.

“This is a major moment for Kiip,” said Brian Wong, CEO and co-founder of Kiip.

“By having a partner like IPG and the innovative team at the IPG Media Lab join us, we expect to see accelerated global growth with top-tier marketers who are looking to engage with mobile consumers. Having launched just over a year ago, the traction we have made introducing a new advertising model to major brands is remarkable and the potential of rewards-based communications with a connected consumer is nearly limitless,” Wong said.

Kiip’s rewards network model includes an array of apps that connect a large community of mobile consumers to rewards for their in-app “moments of achievement” and enables brands to monetise mobile in a way that augments quality of content and engagement versus a standard interruption model.

Top tier brands on the Kiip network

Kiip now works with more than 45 top-tier consumer brands, including American Apparel, Best Buy, Dr Pepper, McDonald’s, Carl’s Jr., Fandango, Intuit, Kraft, Pepsi, P&G and Sony Music.

More than 670 iOS and Android apps now currently employ the Kiip network.

“IPG is committed to developing emerging technology, talent and innovation, and bringing new solutions to our clients,” commented Michael Roth, chairman and CEO of Interpublic.

“IPG Media brands and the IPG Media Lab identified Kiip as a key player in the increasingly important mobile market, with a thoughtful and effective model that connects brands with the modern consumer. It’s always exciting when we can help our clients find new pathways to consumer engagement,” Roth said.

Mobile marketing image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years