THE digital marketing solutions arms of Globe Telecom Inc. has struck a partnership agreement with online storytelling platform Wattpad to launch an advertising scheme that helps brands reach their target audience through write-ups.
With this partnership, brands in the Philippines can now integrate their stories seamlessly into Wattpad’s storytelling experience and connect with millions of millennials in the country.
“We’re delighted to partner exclusively with Wattpad in the Philippines and look forward to developing many successful executions for our clients who are looking for more creative and effective ways to connect with their customers,” Adspark Director Bela Gupta D’Souza said on Thursday.
Wattpad Head of Business Development Aron Levitz said placing an ad through a write-up in Wattpad has proven to be “30 percent more effective” than a traditional banner ads.
“It mixes advertisement and entertainment. It allows brands to engage with their customers which, by the way, only looks at banner ads for a portion of a second, but stays in Wattpad for about 30 minutes,” he said.
The draw of Wattpad app to advertisers, Gupta said, is undeniable since Wattpad has captured the imaginations of millions of users, making it the entertainment destination for savvy millennials.
In fact, the Philippines represents Wattpad’s second biggest user base worldwide. Filipinos spend 25 million minutes a day reading Wattpad stories, with the majority of users under 30 years old.
“Through this exclusive partnership, we would be able to help brand curate sponsored reading lists and collaborate with Wattpad writers to amplify promotional content. It is a unique marketing opportunity that delivers advertising in the form of entertainment, making it an effective way to capture the millennial demographics’ invaluable attention,” Gupta added.
Founded in 2006, Wattpad has quickly become the go-to entertainment destination for millions around the world. The free app lets people discover and share stories.
Today, more than 40 million people spend 13 billion minutes a month on Wattpad, with 90 percent of traffic coming from mobile devices.
