RECENTLY, Nielsen and The Trapper Media Group announced a ‘first of its kind collaboration for the industry’ with the launch of Adwork.io, a proprietary media platform that has been specifically developed to provide SMEs (small medium enterprises) with access to buying media space via Nielsen’s proprietary data and analytic tools.
By providing real-time data outputs, this solution will enable SME advertisers make informed, data-driven decisions for their advertising campaigns from the confines of their offices or homes.
Armed now with Nielsen proprietary data, analytics and consumer learnings, Reddoor’s adwork.io offers a first of its kind platform which is culmination of the Trapper Media Group’s unique experience and expertise in meeting the needs of small businesses.
For the uninitiated, Nielsen is today the world’s largest media research and consumer insights’ company which is valued in excess of US$16 bil, hence making it unsurpassed as a leader within its category.
“This is a first of its kind in the industry, and proudly Malaysian. This unique partnership between Nielsen and Reddoor Asia, puts smaller businesses back in the driver’s seat of their own destinies,” Trapper Media Group chairman and CEO of Reddoor Asia Sdn Bhd Sivanathan Krishnan told FocusM.
“It exposes SMEs to Nielsen CMV (consumer & media view) data, analytics and consumer learnings that is normally reserved for brands using the services of large media agencies. This will enable SMEs as business and brand owners to make entrepreneurial leaps on more than just faith but backed by data as well.”
In a nutshell, Nielsen CMV provides insights for better understanding of media consumption habits, product and service usage of the general population as well as consumer attitudes. Marketeers and media planners habitually use this data to help them define highly specific audience segments to evaluate and assess valuable and actionable insights.
As SMEs account for 40% of Malaysia’s gross domestic product (GDP), Sivanathan expects the launch of adwork.io which is powered by Nielsen’s tools and analytics to help accelerate the growth of home-grown Malaysian SMEs through digitalisation and media buying efficiencies.
“adwork.io will enable SMEs to gain awareness and access to markets, both globally and most certainly, in the Asian region,” he envisages.
To a question, Sivanathan noted that adwork.io will provide the much-needed transparency in marketing and advertising costs. Moreover, it is Reddoor Asia’s initiative in building recognition for the critical role that SMEs play in Asia’s growth economies.
“This would also be developed in other countries later, including Singapore, Indonesia, Thailand, the Philippines, Myanmar and Australia. adwork.io will be made available by the end of 2Q 2023,” he projected.
Moving forward, Sivanathan said as a MarTech (marketing technology) company, Reddoor Asia is currently integrating artificial intelligence (AI) into its media product recommender engine.
“But we’re not stopping at just that; we have plans for an AI media planning tool, AI idea generation capabilities and importantly, econometric modelling whereby businesses which advertise with us can also input sales data and get predictive economic behaviour, trends and marketing effectiveness analytics,” he explained.
“What we are building has never been done before and will disrupt the way advertising and media buying is done. It will be a game changer for the industry, one which will clearly give SMEs the recognition that they legitimately deserve as a critical component to the growth of the economy, both in Malaysia and throughout other key geographies in the Asian region.”
At the end of the day, the Nielsen-Reddoor Asia partnership is poised to re-define the media marketplace and require that the industry make critical changes to address the demands of the new realities of today’s business. – April 20, 2023
