MARKETING Magazine Asia

As reported in WARC, Malaysia-based iflix has unveiled a suite of advanced targeting solutions aimed at delivering more effective brand messages to audiences.

While iflix is a significant player in this market, second only to Netflix, it faces growing competition in a region where new entrants have been embraced by consumers keen to move beyond the limited offerings of conventional TV networks and the limited quality of widespread analogue devices.

Mobile streaming provides access to better content with higher video quality, the Nikkei Asian Review noted recently when it reported the launch of Tencent’s WeTV platform in Thailand, the Chinese tech giant’s first overseas streaming market.

And Tencent is planning further expansion across the region, where the extent of the demand is highlighted by the fact that e-commerce businesses like Amazon and Indonesia’s Bukalapak also offer streaming video services and ride-hailing apps Grab and Go-Jek have diversified into this sector.

In this context, it may be as hard to retain advertisers as viewers, but iflix claims its video inventory regularly performs as much as 5.5 times better against industry benchmarks for quality and completion in the region.

And it’s now offering brands the chance to use its proprietary data to target viewers based on contextual insights that go beyond pure demographic and device ID targeting.

These are based on browsing and streaming data, as well as genre and programming preferences, and iflix has also introduced pre-defined audience segments that can be targeted via direct or programmatic-guaranteed deals.

Mark Britt, iflix co-founder and group CEO, said the business was in a unique position to “pair leading brands with world-class content in a premium brand-safe environment and to offer advertisers targeted, quantifiable, and verifiable avenues to reach highly-engaged audiences on our platform”.

Source: WARC