TAPPING THE MALAY MARKET: The new deal for the Malay consumer

While many Malay consumers have been fans of Malay content from Karangkraf for close to 40 years, they have yet to see their favourite stories, heroes and issues brought to the fore in the digital space. All that is now made possible with Nu Ideaktiv.

“With a strong presence amongst the Malay speaking community, Karangkraf is a solid partner as together we will leverage on each other’s strengths to introduce new and innovative digital content that appeals to the mass Malay market,” says Norfuziana Ahamed aka Fuzi, General Manager for Media Sales Development at Nu Ideaktiv.

How did this JV between Astro and Karangkarf come about?

Karangkraf has been working with Astro for sometime now and this JV only formalises their relationship with Nu Ideaktiv. Karangkraf, as the largest national publisher of local content IPs, is a natural fit for Astro emerged as the natural fit for Astro, which is leveraging its scale, investments and relationships to consolidate the growing market.
Karangkarf’s titles cover every life stage of the Malay community and their successful track record over the last 40 years proves that. The partnership extends Astro’s online presence amongst the Malay-language audience, propel its combined monthly unique visitors to approximately 10mn and is in line with its goal to build Nusantara and Islamic content verticals.

What’s your mandate as GM for Media Sales Development?

I am helping build business-driven advertising solutions across all Nu Ideaktiv IP’s to synergize with Astro’s media assets and accelerate the growth of Malay Adex. It is about razor-sharp targeting of specific segments within the Malay universe. We offer not just a volume proposition, but value proposition with our rich resource of content for advertisers. The JV aims to pursue 360° monetisation strategies for the Karangkraf Digital’s content IPs across multiple platforms, leveraging on Astro’s capabilities, growing reach and engagement.

Are big brand marketers indifferent to the Malay market?

All that is changing. FMCG marketers always knew the power of the Malay market and are quite proficient in addressing it. But they are always hungry for content and new insights, especially innovative digital content that appeals to the mass Malay market.

The opportunities for brands from other categories to tackle the Malay market is enormous. As I talk to marketers, I sense they need direction, guidance and this is where we come in. Although Malays are sensitive about price, they have become brand conscious as well and they demand better quality products and services. This including high-end products. They purchase products that appeal to emotion or community.

Is there a message you want to send to marketers?

I want to tell all Malaysian marketers that the massive online audience, which is the holy grail for marketers, is shifting to the expanding addressable Malay market. This trajectory is expected to continue and those who value and monetise this trend will win.

We can help you win. Do not look at the Malay market as a fault line but as an opportunity.

Read the full story HERE!


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