IPG, Getfugu Partner on Mobile Search

NEW YORK Interpublic Group has formed a partnership with Getfugu to provide the holding company’s agencies and clients with first crack at testing the startup’s slate of mobile search ad offerings.

Through the deal, IPG’s Emerging Media Lab will conduct focus groups to test Getfugu’s mobile  technology and applications for advertisers. Getfugu, which just installed Ask Jeeves’ founder David Warthen as its chief technology officer, is planning to roll out a suite of consumer-targeted mobile search apps this fall. Marketers would theoretically be able to leverage those products for place-based mobile advertising.

For example, a fast-food brand could drive traffic to its various venues by running ads via Getfugu’s Say It application, which lets users search for local stores, restaurants and the like by simply voicing what they are looking for.

Other similar apps are in the works that take advantage of cellphone location-recognition tools. Getfugu executives said they plan to use the IPG research to refine these offerings based on real advertiser feedback.

“This partnership exemplifies Getfugu’s goal to deliver the best, and quality assured, mobile search tool when we launch this fall,” said Getfugu CEO Bernard Stolar, formerly an exec with Google’s games division. “The Lab’s top brands will now have access to the hottest mobile technology at a real-life, interactive facility — and we are looking forward to the feedback on the product and its unique tools.”

Nielsen Business Media