Social Networking site Facebook has signed its first agency deal in India with WPP’s integrated media and marketing company GroupM. The partnership was signed during Facebook COO Sherly Sandberg's recent visit to India.
The Indian market is important because of its accessibility for global media distributors and investors and its high levels of pay-TV penetration. Ever changing regulations are destabilising but the government’s Digital Addressable Systems (DAS) mandate will be an important catalyst while improved supply side factors, including healthy financial markets and investments from international strategics, are also critical.