Iflix partners with digital sales firm iCre8 in Malaysia

Video streaming platform iflix’s brand solutions division has entered into an exclusive partnership with iCre8 Asia, a fast growing digital sales agency in Malaysia. The goal is to provide brands in the country a range of premium, brand-safe solutions to allow for deeper audience engagement.

In an earlier interview with Mumbrella, iflix said that it was going to be focusing on more regional content as well as advertiser-based video on demand.  

The announcement:

iflix Advertising, iflix’s brand solutions business, today announced that iCre8 Asia Sdn Bhd, one of Malaysia’s fastest growing digital sales and media agencies, will be the Company’s 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. Set against top premium 

local and regional programming, iflix offers sponsorships of top titles, playlists and channels, premium video ads, as well as bespoke content solutions such as brand and product integrations in original programming, to create highly targeted and effective campaigns. 

iflix maintains some of the highest active viewing durations of any digital service globally, with sessions averaging 1.5 hours per user, per day. This sustained level of engagement, combined with the service’s extensive local reach, has powered deep insights into customer preferences and behaviours and enabled contextual segment targeting. With mobile viewing comprising 81 percent of traffic on the service, there are significant opportunities for enhanced audience engagement and relationship building. 

Since launching in January 2019, iflix Advertising has become Southeast Asia’s leading premium digital video advertising solution. The Company’s video inventory regularly performs as much as 5.5 times better against industry benchmarks for quality and completion in the region. Regional and global brands are integrating iflix Advertising into their campaigns to drive reach, improve efficiency, engage with the highly-coveted millennial demographic, and to create native brand experiences that leverage the power of premium on-demand content. 

Dinesh Ratnam, Country Manager of iflix Malaysia, said: “This 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.” 

Voon Tze Khay, Managing Director and Co-founder of iCre8 Asia, said “We are excited to be appointed as the Exclusive Sales Representative for iflix in Malaysia. With the 

population of Malaysia at just over 32m, we are strategically positioned to capitalize on this immense opportunity to engage with a large online user base. The digital advertising 

landscape in Malaysia is growing at an exhilarating pace, especially on social platforms and streaming services. This is largely because consumers, particularly Millennials, want to control and personalize what they consume and not be subjected to fixed programming schedules, who see convenience and cost as the main factors that shape their content 

consumption behaviour. 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.” 

Source: Iflix press release


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