The YouTube-specific ‘Mudah.my Sell Wars’ campaign places banner ads urging consumers to visit Mudah.my, Malaysia’s largest marketplace. Through AI technology, ads are specifically served across Star Wars related content and trailers, with Star Wars inspired copy across various categories including cars, property, jobs, electronics, games & consoles, mum & kids, and hobbies & collectibles.
Executive Creative Director, Chan Woei Hern said, “At ensemble we love being at the forefront of demonstrating how data, technology and storytelling can intersect. When a chance to play with this new tech came about, we knew we wanted to play with its capabilities within the Mudah.my’s galaxy. The timing was perfect with the hype of Star Wars, and of course it helps that there’s a huge fan-base right here as well.”
The technology behind the campaign is Mirrors by SilverPush. The Artificial Intelligence-driven Context Detection Technology identifies brand logos, faces, emotions and objects to detect any Star Wars content in YouTube and accordingly serve in-video ads to enhance user experience.
Andrew Pinto, Head of Marketing for Mudah.my said, “We are always on the lookout for ways to push the boundaries of effective advertising. With more than 8 million unique visitors using our platform every month, we felt it was necessary to adopt innovative methods to cut through the noise and communicate successfully.
Mudah is no stranger to always-on targeting, and we hope to entice and attract a wide audience through the cultural relevance of Star Wars. With the current year-end sales and ongoing festive deals, we also felt this approach would be a great way to showcase our platform’s unique and everyday items to netizens.” The ‘Mudah Sell Wars’ campaign runs till 31 st December 2019.
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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.
