Global marketing giant WPP has taken a minority stake in Leading Smart Holdings, the British Virgin Islands-based parent company of Moment Systems, a digital advertising measurement firm in China.
The move marks WPP’s second investment in a Chinese digital firm this month.
Two weeks ago, it confirmed buying a majority of digital shop A4A, whose offering includes digital strategy, social media communications, rich media, online advertising, search marketing and other disciplines.
WPP’s investment in Leading Smart was part of a second round of financing that also included Kleiner Perkins Caufield & Byers and Redpoint Ventures.
Moment Systems was founded in 2006 in Beijing and now employes 140 people.
For WPP, the investment is part of a strategy that is banking on future growth coming mostly from digital marketing services in key markets.
Currently, digital revenues account for 30% of WPP’s overall revenues, with the expectation that by 2016, digital will account for between 35% and 40% of the firm’s revenues.
China is likely to remain a focus for future acquisitions for WPP. It is currently the firm’s fourth-largest market, accounting for more than $1 billion in revenues. Of that total, digital revenues now account for about $200 million, the company has confirmed.