GroupM Nexus Launches Innovative Advertising Solutions in Malaysia
In a rapidly evolving advertising landscape facing the imminent decline of third-party cookies, GroupM Nexus has unveiled its cutting-edge Addressable TV solution and advanced Digital Out-of-Home (DOOH) solution in Malaysia. These game-changing advertising tools are set to harness the power of geolocation data to empower clients in the Malaysian marketing and advertising industry.
Addressable TV- Precision Advertising on the Big Screen: GroupM Nexus' Addressable TV Solution represents a paradigm shift in reaching diverse and fragmented audiences. By leveraging precision data and the expansive canvas of big screens, this innovative offering will revolutionize how advertisers connect with their target demographics. In collaboration with data providers, the solution will facilitate audience segmentation based on factors like socioeconomic status, life stages, financial behaviors, and even target audiences via postal codes.
One of the standout features of this solution is the ability to tailor advertisements to individual households watching the same TV show. Through TV audience profiles, brands can efficiently and effectively deliver different ads to different households, maximizing the relevance and impact of their campaigns.
Advanced DOOH- The Power of Data-Driven Campaigns: GroupM Nexus' end-to-end DOOH suite is poised to redefine how brands engage with their audiences in the physical world. By harnessing data insights, including audience movement patterns, advertisers can create precisely targeted campaigns that reach the right people at the right time. This approach allows for highly personalized and contextually relevant messaging.
The DOOH suite offers real-time campaign measurement and optimization at scale, enabling brands to make on-the-fly adjustments to their ads, creatives, and targeting. This agility ensures that advertising campaigns remain finely tuned and responsive to changing market dynamics.
Arshan Saha, APAC CEO of GroupM Nexus, expressed the significance of these advancements, stating, "The convergence of our Addressable TV solution and advanced DOOH capabilities empowers brands to not only connect but resonate with their audiences on a deeper level."
DOOH's Explosive Growth in APAC: In recent years, digital out-of-home (DOOH) advertising has surged in popularity, emerging as a preferred platform for marketers. The Asia-Pacific (APAC) region has been at the forefront of this transformation, witnessing explosive growth in DOOH. According to research group IMARC, the region's DOOH market reached a staggering USD$8 billion in 2022, and projections anticipate it to soar to USD$18 billion by 2028.
Adtech company Hivestack's data further underscores this trend, with spending on outdoor advertising in APAC expected to reach US$22.8 billion by 2024, marking a remarkable 33% year-on-year increase since 2021. The Hivestack platform has doubled the APAC inventory available over the past year, boasting over one million screens across 80 media owners that collectively deliver an astounding 118 billion monthly impressions.
In this dynamic advertising landscape, GroupM Nexus' innovative solutions are poised to make a profound impact, offering advertisers the tools they need to navigate the evolving media landscape effectively and engage with their audiences in more meaningful ways.