How marketers can make the most out of their OTT spend Details
This article was sponsored by iQiyi International.
OTT is fast becoming a platform that consumers flock to for content. A survey by The Trade Desk and Kantar last November revealed that 57% of OTT viewers increased streaming during COVID-19. This momentum is likely to continue as 3 in 4 viewers are expected to maintain or increase how much OTT they watch post-pandemic.
The survey also found that 180 million Southeast Asians use OTT streaming services, and advertisers can reach more than 100 million consumers in Southeast Asia on ad-supported platforms.
This signals a lucrative market for advertisers to tap into, said panellists Mitch Waters, SVP - Southeast Asia, India, Australia and New Zealand, The Trade Desk; and Elaine Tan, head of partnerships, iQiyi International, Southeast Asia, at
Details 06 April 2021
Mamee is a brand that has been around for 50 years. The brand, which currently exports to 80 countries and has a yearly turnover of RM1 billion, has an evergreen vision of creating Asia’s most exciting and diverse snacking experience”. However, creating an exciting snacking experience does not come easy.
According to Pierre Pang, group executive director for Mamee Double Decker Malaysia, the snacking industry is one which has evolved drastically with Millennials and Gen Z customers now not just feasting for their stomachs alone, but also for their social feeds. While in the past Mamee was a brand focused on children under the age of 12, today its target audience is largely 18 to 29-year-old. This required Mamee to overhaul and transform its marketing and communication strategy to engage with a younger audience. But how could a 50-year-old household brand go about reinventing itself? Well, by breaking all the rules, sai