Facebook has signed its first agency deal in India with WPP's media and marketing company GroupM. This partnership was apparently announced when Facebook COO Sheryl Sandberg had visited India last month. Facebook India head Kirthiga Reddy mentions that this deal will enable them to collaborate with GroupM to deliver personalized marketing at scale. Reddy claimed that this partnership will enable GroupM clients to reach out to over 100 million user base, of which 84 million are on mobile phones (smartphones & feature phones). They will also be able to reach out to custom audiences within its user base in urban and rural India. The Economic Times also reports that this partnership will enable GroupM’s clients to avail better rates on Facebook, and get access to better data and consumer insights and combined research reports. The deal period or the terms of the deal were not disclosed. Ad campaigns: GroupM mentions that it has been using Facebook marketing for several of its clients. For Nokia Lumia, it claims to have delivered a 54x return on Facebook ad spend by using Facebook's advanced targeting capabilities. For the premium apparel brand Arrow that was looking to drive a special discount promotion for its end-of-season sale, GroupM claims to have delivered a 30x return on its ad spend and a significant redemption rate for this exclusive Facebook campaign. Facebook's monetization woes in India Note that while India is the largest market for Facebook outside United States, the company seems to be struggling with monetization in the country. Facebook has never disclosed how much money it makes in…
