Knowledge trust from Malaysia’s largest media group is every marketer’s dream come true - MARKETING Magazine Asia


Knowledge trust from Malaysia’s largest media group is every marketer’s dream come true

What began as a bold experiment a year ago appears to be exactly what marketers ordered. The driver is Omnia – which also means “in all respects” in Greek.

And in many respects, Omnia, the integrated solution provider that offers creative services and integrated marketing solutions across all Media Prima platforms is a dream come true.

So I caught up with the first Omnian, Datuk Michael Chan, and we talked about all things Omnia at The Cabinet, a cosy speakeasy.

Michael is a direct marketer (which is not vastly different  from today’s digital marketer) at heart and has done almost everything except win more than one award for his copywriting skills. He has been in leadership positions at ntv7, MiTV, Maxis, ABN, Bloomberg TV Malaysia, Encorp, MYTV…even helmed an ad agency… 

“WITH JUST ONE BRIEF, THE OMNIA SOLUTION ENABLES CLIENTS TO ENJOY AN ALLACCESS PASS TO MARKET THEIR BRANDS ACROSS MEDIA PRIMA’S BROAD RANGE OF MEDIA ASSETS – UNDER ONE GREAT PRICE, TO ACHIEVE ONE BIG ROI.”

Over the past year, he has been quietly nurturing Omnia into a marketing force that has built on the massive organic power of the Media Prima Group while harnessing the tools of marketing to advantage.

Specialising in brand campaigns, events and creative content, Omnia has taken on a life of its own with the right talent and experience, talking the media savvy marketers and agencies are hungering for in these challenging times.

However, I was there to talk about something else…

Because for the first time, the power of the Group has been harnessed through an optimisation funnel driven my Omnia.

 I wanted to analyse what this process meant for marketers….

… TV3 IS THE MOST-WATCHED CHANNELS AMONG MALAY ASTRO SUBSCRIBERS…

Dominant Player

A recent nationwide Media Reach Survey by Kantar showed that Media Prima’s platforms reach all Malaysians through our TV, digital, radio, print and outdoor solutions touching 98% of the population.

Rev Media Group is the third largest digital site in Malaysia (Comscore Jan 2021), reaching 77% of Malaysia’s digital population, just behind Google and Facebook.

TV3 is the most-watched channels among Malay Astro subscribers.

SOURCE: 1) Nielsen Audience Measurement; Base: Malay Astro Subscribers 15+ (9.4mil); Period: Jan-Sept 2020;excluded Cartoon/Kids Channels; Ria & Prima are combination of SD & HD channels. 2) Nielsen CMV (Q2’2020: Jul’19-Jun’20); Base: Weekly Astro Subscribers 15+ who watched TV3/Ria/Prima (7.9mil)

Knowledge Bank

With decades of experience across many consumer clusters, Media Prima has a rich history and learnings of what works and what doesn’t. This tapestry of trials and successes provide course-corrected options for advertisers to leverage on.

For example, traditional media is still very much relevant among Malay segments. They are heavy and frequent users of digital, but their love for traditional TV and radio remains strong. Dramas and movies rule the hearts of Malay consumers. While affluent and younger audiences prefer entertainment programs, the elder age group prefers religious content.

SOURCE: 1) Nielsen Audience Measurement; Base: Chinese Astro Subscribers 15+ (2.9mil); Period: Jan-Sept 2020; HHD, AEC & CCTV4 are combination of SD & HD channels 2) Nielsen CMV (Q2’2020: Jul’19-Jun’20); Base: Weekly Astro Subscribers 15+ who watched 8TV/HHD/AEC (3mil)

Cross-platform strengths

A detailed look into data from Nielsen’s Consumer & Media View (Q2’2020: Jul’19-Jun’20) sheds light into cross media consumption where almost all audiences are on both traditional and digital media. This proves advertisers should use a combination of platforms to maximize the reach.

Deep diving into Malay audiences, Media Prima’s cross platforms reach 99% of Malay audiences. Advertisers advertising on a combination of platforms enjoy incremental reach with each platform that they choose.

… ALMOST 70% PLAN TO MAINTAIN OR INCREASE SPENDS THIS RAYA WITH THE “BUY MORE’ CATEGORY LISTING RICE AND CEREAL, KUIH RAYA, DAIRY PRODUCTS, CONDIMENTS, TISSUE AND HEALTH SUPPLEMENTS…

When a campaign cuts across all 5 platforms they reach 96% of the Chinese audience (Kantar’s Media Reach Survey 23 July – 3 Aug 2020). It also reveals that while Malaysian Chinese are heavy and frequent users of digital media, their choice of TV and other traditional media has not faded away (Nielsen Consumer & Media View Jul 2019 – Jun 2020) while 8TV is the most-watched channel among Chinese Astro subscribers. in a Nielsen survey

Data Optimisation

Powered by data and insights, Omnia’s lighthouse role as an integrated solutions provider is underpinned by the crafting of cross platform media strategies for marketers. There are no more client pain points in media planning as the teams have broken away from traditional departmental silos, offering bespoke services to clients and data-driven into character and talent profiles that match the right target audience.

Trends Watcher

Though impacted to some degree, most consumers are anticipating Ramadan Raya celebrations in 2021. After a low and bleak year, they are looking forward to festivities, by following SOPs. Almost 70% plan to maintain or increase spends this Raya with the “buy more’ category listing rice and cereal, kuih Raya, dairy products, condiments, tissue and health supplements (Ramadan Raya 2021 Survey Base: n=3278).

Case Study 

In 2020, an FMCG client partnered with Omnia to further grow their brand value, riding on Omnia’s 360 solutions with communications across multi platforms that encompassed TV, radio, print and digital media. The campaign was a huge success reaching more than 90% of their target segment. More than 90% of the campaign awareness was attributed to Media Prima’s channels.

“After tasting success, the client is ready to embark on yet another journey with Omnia,” says Michael, beaming with pride.

This chart says it all….

It seems finally the giant in Malaysian media is spreading its power of reach with the power of data and experience for Malaysian brands. In all respects.

“AFTER TASTING SUCCESS, THE CLIENT IS READY TO EMBARK ON YET ANOTHER JOURNEY WITH OMNIA,”

COVID CORNERSTONES

Amidst challenges with the COVID-19 pandemic, Media Prima returned to the black having recorded a third-quarter profit in 2020. Media Prima’s commerce and digital platforms experienced a surge in traffic as Malaysians go online.

For the nine months of the financial year, Media Prima’s home shopping network WOWSHOP recorded a net profit of RM9.5 million and a 36% increase in revenue against the previous year.


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