Voon Tze Khay (pictured second from left), REV Asia's former managing director, has co-founded digital sales and media company iCre8 Asia along with business partners Loh Ken Wei (pictured second from right, Tee Choon Wee (pictured right) and Brian Alexis (pictured left). Voon will helm the dual role of managing director and co-founder of iCre8. Meanwhile, Loh, Tee and Alexis were also previously from REV Asia.
The company focuses on offering clients and agencies a 360 solution that includes digital sales and customised content, content production and solutions, events activations and social influencer marketing services.
Voon left REV Asia in August this year, bringing with him over 18 years of experience in the media industry to iCre8 Asia. Before taking on the role of managing director, Voon was the general manager of REV Asia, during which he was responsible for the operations of REV Asia’s core digital and publishing businesses. He has been with the company for more than 10 years, and played a critical role in the pivot of REV from a publishing magazine business to a digital media group.
Recently, iflix Advertising, the brand solutions business of iflix, named iCre8 Asia its exclusive digital ad sales partner in Malaysia. Through iCre8 Asia, advertisers and brands have access to a broad range of premium brand-safe advertising solutions for deeper audience engagement. In a statement to A+M, Voon said that in his new role, he is responsible for spearheading the growth and revenue acceleration of iflix Malaysia.
He added that the digital advertising landscape in Malaysia is growing "at an exhilarating pace", especially on social platforms and streaming services. According to Voon, this is largely because consumers, especially Millennials, want to control and personalise what they consume and not be subjected to fixed programming schedules.
"With the demand for video advertising and branded content growing by double digits year-on-year, iflix brings to the table the perfect opportunity for advertisers who want a premium brand-safe environment and a targeted and highly-engaged audience segment," he added.
Iflix Malaysia's country manager Dinesh Ratnam said that the partnership is an important step in amplifying iflix's advertising business and building upon its success. "We have an enormous opportunity to leverage the expertise of iCre8’s veteran team to better serve digitally savvy advertisers and brands in Malaysia, as well as offer our customers a world-class entertainment experience," he said.
In July this year, iflix Advertising rolled out a suite of advanced targeting solutions to deliver more effective brand messages to highly-engaged audiences. Brands are now able to employ iflix’s proprietary data to target viewers based on contextual insights, going beyond pure demographic and device ID targeting.
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