IPG Mediabrands Malaysia, HIVE partner on social marketplace ‘Malay Local’
In an exclusive partnership, IPG Mediabrands and HIVE have launched their social programmatic marketplace, which allows brands to programmatically target Malay affinity clusters on social platforms.
This audience marketplace will address the increasing demand of advertisers to consistently and accurately reach out to Malay affinity audiences, which have been otherwise targeted purely through a probabilistic approach.
With HIVE owning major Malay affinity communities on social namely, Raja Lepak, The Bikers Ranger, Sinaran Wanita, MNation & Raja Cuti, this strategic partnership aims to reinforce IPG Mediabrands’ commitment towards creating more effective and outcome-based digital solutions. Malay Local has been designed to ensure that customisation of media and content is made possible at an affinity level which carries high demand, and was previously not an option.
Commenting on the partnership, Abhishek Bhattacharjee, Chief Digital Officer at IPG Mediabrands Malaysia said, “Malay affinity clusters have been a recurrent and previously unfulfilled ask in this market, and Malay Local aims to bridge that gap in the digital and social space. With a social audience marketplace, advertisers no longer need to depend on probabilistic targeting, but can now reach out to desired audiences more effectively.”
HIVE has been building communities since 2012, with a focus on real audiences with real engagements. The company manages and owns platforms of Malay interest groups with almost a million followers and over 62 million in reach a month.
Adrian Sng, Chief Executive Officer of HIVE says, “This partnership between HIVE and Mediabrands is an important milestone for us. It’s a brand new space, and opens up new frontiers for the inventory that we own. With the technology Mediabrands brings to HIVE, we are certain we can now become more effective for advertisers, and provide marketers an opportunity for their brands to reach people in the most relevant way possible. Targeted, segmented and engaged.”
Speaking further about the exclusive partnership, Mr Bhattacharjee said, “Our partnership with HIVE has been about using technology creatively to drive impact and business outcomes for advertisers, and we are really excited to bring Malay Local to Malaysian Advertisers.”
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