This piece was first published in MARKETING WEEKENDER Issue 355
Astro Universe Gala Night raises a toast to excellence in partnerships.
Astro hosted a gala dinner with the industry recently after a long hiatus. Themed ‘Glitz and Glam’, the evening showcased the top award-winners in marketing effectiveness and partnerships while sharing the full video series of case studies on QuakeCast.
Kenny Ong, Director of Astro Media Solutions (AMS), Agnes Rozario, Director of Content and Feros Sayna, Head of Rocketfuel Entertainment took to the stage to share 2023’s exciting content slate powered by audience insights.
“Many audiences watch the same programme via different platforms. Our VOD and Astro GO combined will give you an additional reach above the linear TV watch. Astro is more than linear, more than streaming, we combine everything to give you a single solution, that’s what we call the Astro Universe,” said Kenny Ong.
With multi-screen viewing now prevalent, TV has become connected, engaging and personalised driven by three marketing truths: Audience First, Experience Led and Data Supported.
“When our audience is engaged, 3 things happen. They share. They become active fans. Most importantly, they return for more,” added Agnes.
The speakers highlighted how content fuses multi-media platforms, working in unison to deliver brand experiences to targeted audiences supported by data.
“The average engagement time per household who watch our key signature shows via TV On-Demand and Astro GO can go up to almost 60% more versus those who watch via linear TV!” said Kenny Ong.
Since the launch of Astro Addressable Advertising, they have been reshaping the TV advertising game. They’ve opened a new market to allow TV-taboo brands such as alcohol, to engage the right group of audience. Also, they have unlocked new opportunities for brands to reach out to audiences on OTT, complementing the linear TV campaigns.
Touching on the power of Influencer Marketing, Feros Sayna, Head of Rocketfuel Entertainment, shared, “Content today is wherever you look. Everyone can be an influencer.”
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