Starcom launches optimisation tool

Media agency Starcom has launched a new optimisation tool that it says will help advertisers broaden their reach.

The announcement:

What is happening in Malaysia?
Brands are looking for incremental reach where the biggest opportunity lies with millenials. With Malaysia’s digital landscape reaching maturity where digital is no longer a pure engagement play, brands are looking for effective reach especially FMCG brands, tapping into the power of digital by leveling the playing field between TV and the internet, making both fluid.

Example of a brand in Malaysia
From simulations in past campaigns, a telco provider in Malaysia found that from using TARDIIS APAC saw a higher reach when combining TV and video when reaching millenials who have an appetite for digital with savings upswing of 20%.

How is SMG helping brands?
By using our in-house tool, TARDIIS APAC, a multi-media optimization tool developed for markets within the Asia Pacific region, merging TV and aggregated online data for online display and online video. The merging of this data advances TARDIIS APAC into a real time cross-media optimization tool.

TARDIIS APAC gives a comprehensive and closer look at the cost-efficiency of integrating TV and digital to build reach. It is an optimizer that optimizes against one aggregated effective reach goal across all measured TV and digital channels. With this, we move away from impression or budget based planning and buying for digital, evolving to an integrated effective reach based planning and scheduling.

Before TARDIIS APAC, there has been no common measurement across TV and digital that considers duplication and effective coverage. TV and digital planning and scheduling are not fully integrated with discrete goals.

Quotes from Nick Drew & Piyee
“The world of TV has changed. There is more content coming to us across more screens, the availability of video streaming across multiple platforms and more dedicated digital content to offer consumers diluting the attention of viewers. TARDIIS APAC aims to provide a solution to marketers in Malaysia facing this issue,” said Nick Drew, Managing Director of Starcom Malaysia.

“TARDIIS APAC provides a video neutral buy that maximizes reach to a higher level, alternatively achieving the aggregated reach goal with lower costs and higher savings,” said Wong Pi Yee, Managing Director of MediaVest & Optimedia.

Source: press release


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