iMedia has teamed up with Viu, WeTV and iflix to offer advertisers and brands a broader range of access to premium brand-safe advertising solutions. The expansion of the group’s video advertising solutions network and sponsorship opportunities through these partnerships also means deeper audience engagement for advertisers and brands who use iMedia.
While iMedia’s competitors remain to be regional programming carrying premium local titles, this OTT network offers premium video ads, sponsorships and product integrations in original productions, playlists and curated channels, as well as bespoke content solutions such as production of branded video content instead. This is to help brands create highly targeted, engaging and effective campaigns.
“The partnerships with the Top 3 premium video streaming brands in Malaysia is an important step for iMedia to amplify and grow further its digital advertising business in Malaysia and beyond,” said Chief Executive Officer and Co-founder of iMedia, Voon Tze Khay. “We have seen the demand for video advertising and content sponsorship grew by double digits year-on-year and this puts iMedia in the driving seat to capitalise on the growth of digital advertising spend through its fully integrated ad solutions business in the coming years.”
According to Media Partners Asia (MPA), the total online video streaming minutes on mobile grew by over 60% per week in aggregate across the region, in countries including Indonesia, Malaysia, the Philippines and Singapore in the first 4 months of 2020.
“Advertisers love the reach of YouTube, but question the brand safe environment comprising mostly user generated content,” Voon added. “There has been increasing demand from advertisers to create a one stop advertising platform to place video ads with massive reach and 100% brand safe premium video”.Some of the advertisers and brands that have come on board since the start of the partnership include Digi, Prego, Kawan Foods and Nippon Paint.
“We pride ourselves on localisation and creating new and relevant content which has culminated in the release of award-winning Viu Original Malaysian shows,” said Head of Advertising Sales of Viu Malaysia, Mark Jackson. “With more than 36.1 million active users on Viu, advertisers can greatly benefit from partnering with us through product placements and product integration on award winning shows.”
Viu boasts a strong track record of ad placements performing above average on their platform which according to the company, is proven through their repeated client partnership.
“This collaboration with iMedia will surely further enhance our client partnership efforts and we look forward to growing the digital advertising space in Malaysia with iMedia,” Mark added.