Astro hands Mindshare Group media duties

Astro has appointed Mindshare Group to handle media duties following a three-way pitch which saw incumbent Mediabrands Malaysia and dentsu Malaysia vying for the account. The appointment is for two years and the pitch was called during the second quarter of this year.

Sheila Shanmugam, CEO of Mindshare Group, told A+M that the agency was chosen as it had a clear understanding and response to the business needs in view of the changes in consumer content consumption behaviour. "Mindshare Group aims to be a valuable partner to Astro by growing subscribers for all their content access points and building a vibrant media industry," she added.

Last month, the broadcaster rolled out its addressable ad service which will leverage first-party data. Astro said that through this, advertisers and brands will be able to showcase different advertisements to different households who are watching the same programme. The service has been rolled out across VOD on Astro GO and Ultra and Ulti Boxes since November 2021, with linear addressable launching in stages this June 2022.

During the first quarter ended 30 April 2022, Astro reported revenue of RM962.1 million, marking a 9% dip from the same period last year. Its gross profit also dipped 8% to RM350.2 million.

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