GroupM Nexus Launches Innovative Marketing Solutions in Malaysia
Two ground-breaking advertising solutions have been introduced by media investment firm GroupM Nexus, a division of the acclaimed WPP media investment group. These products were created specifically for the Malaysian market. Modern Addressable TV technology and cutting-edge Digital Out of Home (DOOH) capabilities are at the heart of these solutions. With geolocation capabilities, these advertising solutions will redefine how brands communicate with their audiences in the Malaysian marketing and advertising sector.
The Addressable TV solution: precision equals power.
The Addressable TV Solution from GroupM Nexus combines data-driven accuracy with the power of television. Precision data and large screens are used to reach dispersed audiences. It can effectively segment audiences based on a variety of characteristics by drawing on its partnerships with top-tier data providers. They include factors like socioeconomic status, developmental stages, financial habits, and the capacity to target people based on their ZIP codes. Notably, businesses can even customize their advertisements for various households that watch the same programs. It will be a ground-breaking method for businesses to increase the effectiveness of their advertising and maximize their returns on investment.
New DOOH advertising era
The company’s end-to-end DOOH suite, which complements its existing products, uses data insights like audience movement patterns to develop tailored advertisements that speak to the correct people at the correct time. In real-time and at scale, brands can assess the effectiveness of these campaigns and adjust their advertising, design, and targeting tactics accordingly. The result makes sure that marketing efforts are always in line with desired outcomes.
Read More: GroupM Launches Geo Granularity For TV Advertisers
Living in a future without cookies
The significance of GroupM Nexus’ launch goes beyond its cutting-edge products. The business will offer advertisers a forward-looking roadmap as the advertising sector navigates the tricky waters of a cookie-less future. It goes beyond merely staying current with the changing environment. It is about sustaining longevity and relevance in a continually changing ecological environment.
A new frontier for advertising
GroupM Nexus’ solutions introduction ushers in a new era of marketing and advertising in Malaysia. Brands are learning fresh approaches to expanding and connecting with their target audiences. Addressable TV and DOOH are creative developments that promise an exciting future. Marketers are increasingly turning to DOOH as their primary advertising platform as a result of recent fast digitalization. Additionally, DOOH has seen a tremendous increase in the APAC region. According to research, the DOOH market in the region will reach USD 8 billion in 2022. By 2028, it is anticipated to increase by another USD 18 billion.
Here’s what they said
Arshan Shah, APAC CEO of GroupM Nexus said
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. We are witnessing a pivotal moment in the advertising realm. 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. Our Solutions transcend the traditional and forge new avenues for brand growth.
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GroupM Launches Geo Granularity For TV Advertisers
GroupM announces Geo Granularity, a hyperlocal and granular targeting solution by Finecast, GroupM Nexus’s addressable TV offering. This marks a significant milestone in hyperlocal and granular targeting for TV advertisers. They can now reach more defined audiences across India’s top cities, optimizing campaign performance and driving better user experiences.
Enhanced Targeting Capabilities:
- Geo Granularity replaces broader pin code level targeting with precise 1000-meter granularity.
- Advertisers gain the ability to zero in on specific audience segments, optimizing campaign effectiveness.
Comprehensive Coverage:
- Covering a vast area of 26,000 square kilometers, Geo Granularity spans India’s major cities.
- Advertisers can leverage this innovative solution to connect with audiences in key locations.
Proprietary Geo-Spatial Technology:
- Geo Granularity relies on Finecast’s proprietary geo-spatial technology for accurate targeting.
- Valuable data points within each square kilometer grid undergo meticulous refinement and integration using Finecast’s audience planning technology.
Precise Targeted Campaigns:
- The integration of refined data empowers advertisers to create highly targeted campaigns.
- By resonating with their intended audience, advertisers drive better engagement, higher click-through rates, and increased conversions.
Relevance and User Experience:
- Studies indicate that showing relevant ads leads to positive user experiences and stronger brand engagement.
- Geo Granularity enables advertisers to deliver tailored messages, enhancing the overall ad experience.
Accessible to GroupM Clients:
- All GroupM clients can leverage the benefits of Geo Granularity through their dedicated media planners.
- This ensures seamless adoption and utilization of the geo-targeting solution.
And what they said
Prasanth Kumar, CEO – GroupM South Asia said,
Finecast’s Geo Granularity technology is a game-changer for businesses seeking to achieve more targeted and hyperlocal TV advertising across high-quality broadcaster inventories. This innovative solution will revolutionize the way advertisers approach TV advertising by offering a more precise and coherent approach to targeting specific geographic areas. By reaching potential customers in their local markets, businesses can enjoy higher relevance, better consumer experience, and ultimately, more conversions.
Atique Kazi, President – Data, Performance & Digital Products, GroupM India said,
With Geo Granularity’s innovative targeting strategy, businesses can leverage the increased flexibility to connect with captive audiences and grow their brand equity. GroupM Nexus’ Finecast has continued to be a trailblazer in addressable TV by developing technology like Geo Granularity that’s revolutionizing the industry by providing advertisers with stronger outcomes and higher return of investment.
Read more: Inside Digital Advertising: A Discussion with Group M’s Vishal Sharma
Sky Media To Launch Addressable ‘Smart Sponsorships’
Sky Media is bringing a new epoch of ‘smart sponsorships’ by introducing the addressable TV technology that underpins its AdSmart solution, which only plays ads when specific audiences are viewing, to sponsored content.
The satellite broadcaster claims its addressable powered broadcast sponsorships would allow businesses to build targeted and relevant idents for specific audiences using either their own customer data or Sky’s third-party information.
The technology will allow companies to select precise target locales down to the postcode level to interact with consumers in a more substantial manner, opening up the possibility of fine-tuned geographical campaigns.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Sky, for example, highlights the potential for a car company to promote certain models based on the household’s status or demographics, as well as the ability to change the landscape and even the accent used in voiceovers based on geography.
Dev Sangani, advertising capability and strategy director at Sky Media, said:
“AdSmart pioneered the use of TV addressability and that same technology will help do the same for sponsorships. With rich data, exciting creative possibilities, and trusted and engaging content, this latest innovation in our exciting roadmap will help brands create even more effective partnerships with our shows and channels.”
Sky Media expects that the technology will do for sponsorships what AdSmart has done for advertising, with businesses reporting a 48 percent decrease in tune-out, a 35 percent boost in engagement, and a 10% rise in spontaneous recall after using addressable technology.
Also Read: The Ultimate A-Z Glossary Of Digital Advertising!
