IMedia has tied up with OTT video streaming service Viu as well as Tencent-owned WeTV and iflix to expand its video advertising solutions network and sponsorship opportunities. Its OTT network offers premium video ads, sponsorships and product integrations in original productions, playlists and curated channels, as well as bespoke content solutions such as production of branded video content. According to iMedia, this is in a bid to create highly targeted and engaged audience and effective campaigns.
Some of the brands that have come on board include Digi, Prego, Kawan Foods and Nippon Paint. IMedia's CEO and co-founder, Voon Tze Khay, said the partnerships is an important step for the company to amplify and further grow its digital advertising business in Malaysia and beyond. "We have seen the demand for video advertising and content sponsorship grew by double digits year-on-year. This puts iMedia in the driving seat to capitalise on the growth of digital advertising spend through its fully integrated ad solutions business in the coming years," he added.
Meanwhile, Viu Malaysia's head of ad sales Mark Jackson said the collaboration with iMedia will further enhance its client partnership efforts and it looks forward to growing the digital advertising space in Malaysia with iMedia. IMedia has been aggressive in making its mark in the industry since its founding in July this year. It recently acquired a 90% controlling stake in Malay-language portal BeautifulNara and signed an exclusive advertising representation agreement with Nara Media. It will be responsible for the acceleration of all revenue across the websites and focus on building its content marketing business, as well as introducing social selling as a new revenue platform.
This acquisition came nearly two months after iMedia bought a controlling stake in websites Goody25 and GoodyMY via Goody Technologies. It is currently also the exclusive sales representation partner for all brands under Goody Technologies. Additionally, it also bought majority stakes in Oh Media, owner and publisher of Malaysia social news portal Oh! Media, and Ittify, owner and operator of social influencer platform ITTIFY in July this year. With the acquisitions, iMedia said its combined network now reaches over 13 million Malaysians.
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