India's Lukup Media and Mediabrand Indonesia are teaming up for a cross-platform interactive ad service designed to reach the most connected consumers and those who can be effective brand advocates. "We discovered that TV, social media and mobile are working in combination to empower a new group of consumers. We have called this new group the 'top 10%.' This new group are having a profound influence on brand choice across categories and we can target such influencers using this platform," said Ram Subramaniam, CEO of Mediabrands Indonesia, a media arm of Interpublic Group.
Published in Brief: