Broadcasting and publishing outfit Meredith Corp. this week made a strategic investment in The Hyperfactory. The privately owned Hyperfactory provides mobile creative for a range of blue-chip clients like Coca-Cola, Disney and Kraft.
Terms of the deal weren’t disclosed but drivers include boosting integrated marketing capabilities within Meredith’s business-to-business unit, which currently offers custom print and online marketing. The deal is yet another sign of broadcast and publishing media embracing mobile and cross-platform ad delivery.
“Mobile is becoming a vital ingredient in integrated marketing campaigns, giving consumers access to brands at key decision points in the purchasing cycle for awareness, consideration and calls to action,” Meredith Exec VP Wendy Riches told AdWeek.