Mindshare scores media agency deal with Astro

MEASAT Broadcast Network Systems Sdn Bhd – ASTRO, appointed Mindshare Group as its media agency after a 3 way competitive pitch between Dentsu Malaysia, incumbent IPG and Mindshare Group which took place in May 2022.

Mindshare Malaysia was appointed for a two-year tenure.

Commenting on their win, CEO of Mindshare Group Malaysia Sheila Shanmugam told MARKETING Magazine, “It is truly an honour to be entrusted by Astro for their media duties. Mindshare aims to be a valuable partner to Astro by driving good growth of subscribers for all their content access points and building a vibrant media industry.”

Astro launched their Addressable Advertising services in June this year. Using this one-of-a-kind service supported by Astro’s first-party data, advertisers and brands will now be able to rollout targeted campaigns to specific customer segments on the various platforms and apps offered by Astro.

With this next-level TV Advertising that merges the best of TV emotional persuasive power with smart data, Astro is presenting to marketers better and bigger opportunities with addressable advertising.

Regarding the addressable experience, Sheila previously told MARKETING Magazine, “Advertisers are always excited to explore new avenues. Although it will always start with test, and learn at the beginning, eventually it will pick up. So, the formatted way of media planning and buying will be changing, and for that to happen we will need mindset shift – agencies putting forward the recommendation, and clients being receptive to set a side budget for the exploratory work.”

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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