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
Foodpanda Forays Into Adtech In Partnership With Group M
The largest food and grocery delivery platform Foodpanda officially announced the launch of panda ads, its suite of advertising technology (AdTech), and marketing solutions.
Originally introduced as a proof-of-concept in 2021, panda ads enable brands to reach millions of digital-native consumers beyond traditional channels. With the launch, foodpanda unveiled a suite of integrated advertising features, including the Foodpanda app, digital marketing assets, and new partnership programs. Through panda ads, foodpanda aims to help brands increase their visibility and reach, improve sales conversion, and build brand awareness to drive sales.
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Accelerating the growth of Panda Ads In partnership with Group M
Food Panda has joined forces with leading media investment agency Group M in line with this launch. This partnership allows GroupM clients to tap into the fast-growing AdTech space by activating Foodpanda’s in-app advertising and other media assets and collaborating with foodpanda on brand partnerships and campaigns. The partnership spans seven markets – Singapore, Malaysia, Thailand, the Philippines, Pakistan, Hong Kong, and Taiwan.
Kiranjeet Singh Purba, senior director of advertising and partnerships at foodpanda, said in the blog post,
“foodpanda has worked extensively to improve our ads solutions over the past year, and we are excited to offer advertisers a new, full suite of ad solutions with panda ads. We are especially thrilled to kick off our panda ads launch with a partnership with leading agency GroupM, and believe this will help their clients tap into new areas of digital marketing in Asia.”
Meanwhile, Toni Ruotanen, head of commerce for APAC at GroupM Nexus, commented,
“Our partnership with panda ads covers an extensive region – across seven markets – opening up expansive possibilities for our clients in the digital and mobile space to enhance their brand visibility and increase business impact. panda ads’ innovative tech will see a great degree of personalization and targeted advertisements, which charts the way forward in retail media.”
With GroupM, Food Panda aims to bridge the online gap between brands and customers as well as enhance its Adtech vertical.
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Bridging the online gap for advertisers
As an integrated advertising solution, panda ads offers a full suite of advertising options, from static or carousel images to videos and lead-generating ads.
Brands can also leverage Foodpanda’s social media channels and enter collaborative partnerships across Foodpanda’s verticals. These build brand visibility and allow for performance tracking and monitoring. panda ads support brands with their digital marketing campaigns by providing-
- Using Panda ads, brands are able to plan and execute their digital marketing campaigns more quickly.
- Ad campaigns are designed and managed directly on Foodpanda’s platform which results in quicker implementation. In just two weeks after campaign approval, foodpanda’s ads can go live.
- Ad assets also have prime visibility on the order tracking page, which captures consumers’ attention for a longer period (up to 30 minutes for quick-commerce deliveries, for example), and as a result, video ads have a 70 to 80 percent completion rate.
- Advertisers tailor their campaigns to incorporate a variety of solutions, ranging from in-app advertising to digital marketing channels, depending on their unique objectives.
- Furthermore, foodpanda provides the largest reach in the region, across 11 markets — Singapore, Malaysia, Thailand, the Philippines, Cambodia, Laos, Myanmar, Hong Kong, Taiwan, Bangladesh, and Pakistan, providing the widest coverage among all on-demand delivery players in the region.
- Advertisers can run ads across all foodpanda verticals – including food delivery and pick-ups, grocery deliveries via Pandamart, and foodpanda shops. The Panda Ads network is ideal for brands who want to reach digital-native consumers who value convenience and order food and groceries regularly.
- Lastly, foodpanda offers exclusive advertising to selected partners with exclusive opportunities to collaborate with its beloved brand ambassador, Pau-Pau.
Brands that have already signed up for panda ads span a broad range of industries, including Tiger Brokers, Heineken, Huawei, and many others. Globally, the market potential for AdTech is expected to reach US$1 trillion by 2030. Separately, food panda’s parent company, Delivery Hero, predicted that AdTech services would generate more than €2 billion by 2024 or 2025.
Panda ads are designed to offer a seamless experience in the native app environment. It will support brands from the start to the end campaign journey- from ideation, activation, and measurement.
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