Axiata Digital’s ada and iflix tie-up for audience engagement

iflix, an entertainment service for emerging markets has partnered with ada (analytics. data. advertising), the integrated digital marketing business across South and Southeast Asia.

This partnership, housed under ada’s supply side business, adaReach, aims to offer brands new opportunities for audience engagement across Asia, beginning with Indonesia, Malaysia, Thailand, Philippines, Thailand, Sri Lanka, Bangladesh and Cambodia.

Through this regional partnership, brands/ advertisers have access to an extensive range of brand-safe premium inventory in top local shows with 100% viewability – through sponsorship, video and live stream, branded content and TVC integration. Advertisers can also create highly targeted and efficient and effective campaigns, leveraging first-party and contextual data.

ada aims to combine data science, content/ creative and technology for brands to “unlock the full potential” in digital. ada houses the telco-powered proprietary data management platform (DMP), XAct, which is positioned to optimise consumer journey planning, customer profiling and intent targeting.

According to the release, with an average viewing session of approximately two hours per user daily, iflix maintains active viewing durations of any digital service globally. This sustained level of engagement, combined with the service’s local reach has allowed iflix to develop deep insight on customer preferences and behaviours.

In addition, mobile viewing comprises 85% of traffic on the service as there are opportunities for deeper audience engagement and relationship building, the release added.

“This partnership with ada is a very important step in our directive to work closely with leading brands to make premium content available to audiences at an even larger mass scale. Together, we offer advertisers a unique proposition to engage with customers through premium, popular content in a 100% brand safe environment,” Jonas Engwall, iflix head of Asia, said, adding he has “already seen incredible demand from brands across the region.”

“Premium VOD is fast-replacing pay television as Asia’s cord-cutting, mobile-first middle class gains spending power. Combining iflix’s video inventory with our mobile analytics data, data science expertise and proprietary DMP, we’re very excited to empower brands to deliver more engaging, relevant and highly viewable ads to viewers in the region,” Srinivas Gattamneni, ada CEO, said.

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