Advertising major WPP has increased its stake from 20 per cent to 49 per cent in TechEdge, Denmark, a leading supplier of software that enables the analysis of TV audience measurement (TAM) data.

In India, TAM data is subscribed to by most television channels, media agencies and advertisers, though some of the key stakeholders have moved to data from the Broadcast Audience Research Council (BARC).

The new investment showcases WPP’s strategy of developing its services in fast-growing and important markets and sectors and strengthening its capabilities in digital media.

WPP's digital revenues were $6.9 billion in 2014, representing 36 per cent of the group's total revenues of $19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital over the next five years.

The world's largest communications services group, WPP had billings of $76 billion and revenues of $19 billion. India recorded strong growth for WPP in the Asia-Pacific market.

Given that several corporates are shifting to digital media over print and television advertising, many brands have been looking at reviewing their advertising agency accounts and marketing spends. These reviews represent about $20 billion in billings.

TechEdge licenses a range of software products to broadcasters and media companies, enabling users to analyse, interpret and respond to TAM data. Broadcasters can review TV audience patterns, and media companies tend to use TechEdge’s products to ensure advertising allocation on certain channels.

TechEdge was founded in Denmark in 2000 by CEO Andreas Velter and CTO Henrik Sahlholt. MEC, part of GroupM, WPP’s data investment management division, had also invested in the company in 2001.

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