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“Direct, digital and interactive have resumed their relatively stronger growth rate, when compared to traditional media,” according to the w…

Martin Sorrell
photo: Yodel Anecdotal

“Direct, digital and interactive have resumed their relatively stronger growth rate, when compared to traditional media,” according to the world’s largest ad agency.

Reporting half-year earnings, WPP says income from direct and digital advertising hit $2.1 billion (28.1 percent of its total), behind its target of 35 40 percent in three to four years.

“Newspapers and magazines, in particular, remain challenged, although the apparent success of charging for content, that consumers value, has helped somewhat,” the group says.

“In essence, China and the internet have bitten back in 2011 and regained their strategic importance and inexorable growth, at least for the moment.”

Last week, WPP acquired the Rockfish Interactive digital agency of Arkansas. Since January, it has invested in or acquired F.biz and Gringo in Brazil, Who? Digital in Vietnam and the Lunchbox shopper engagement service.

Profit is up 44 percent to $262.8 million on 6.1 percent higher revenue of £4.7 million, including 5.2 percent higher billings of $21.4 billion.

WPP says it is trialling Twitter ads, researching Facebook ads and “running Android competitions to promote mobile to clients”.

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