ADSPARK, a wholly owned subsidiary of Globe Telecom specializing in mobile-first digital marketing solutions, has signed an exclusive advertising partnership deal with Wattpad, said to be the world’s largest community of readers and writers.
“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,” said Bela Gupta D’Souza, director of AdSpark.
“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.
Wattpad claims that Filipinos spend 25 million minutes a day reading Wattpad stories, with the majority of users under 30 years old, making the Philippines Wattpad’s second biggest user base worldwide.
“In terms of target we want 100 million people in the Philippines. That’s the entire population. Our reach is very high in the Philippines. Based on our estimates, one out of four internet users in the country is using Wattpad,” Allen Lau, Wattpad chief executive officer and founder, told reporters.
“We have over 5 million monthly users,” Lau said. Globally, Wattpad said it has 1.7 million writers, uploading at least one chapter monthly.
“The Philippines is our second largest community, so for sure it’s bigger,” Lau said.
The partnership between AdSpark and Wattpad gives the two brands a powerful form of native advertising estimated on average to be 30 times more powerful for engagement than standard display banner ads, the two firms said.
The draw of Wattpad app to advertisers is undeniable since Wattpad has captured the imaginations of millions of users, making it the entertainment destination for savvy millennials, the company said.
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 about the things they love.
Today, more than 40 million people reportedly spend 13 billion minutes a month on Wattpad, with 90 percent of traffic coming from mobile devices. According to the company, people have shared over a million original story uploads on Wattpad.