GroupM Nexus launches advertising solutions for a cookie-less future in MY

Amidst a cookie-less future, media investment company GroupM Nexus has launched its Addressable TV solution and advanced Digital Out-of-Home (DOOH) solution in Malaysia. These advertising solutions will leverage geolocation capabilities for clients in the Malaysian marketing and advertising industry.

GroupM Nexus’ Addressable TV Solution aims to reach fragmented audiences through precision data and big screens. In partnership with data providers, the solution will also engage in audience segmentation based on socioeconomic status, life stages, financial behaviours and the capability to target via postal codes.

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Through TV audience profiles, brands are able to effectively and efficiently target their advertisements by showing different ads to different households watching the same TV show.

Meanwhile, GroupM Nexus' end-to-end DOOH suite harnesses data insights such as audience movement patterns to create targeted campaigns that reach the right audiences at the right time, according to a statement by the company.

Through the DOOH suite, brands can measure and optimise their campaigns in real-time and at scale, making it easier to adjust ads, creatives, and targeting as needed.

"The convergence of our Addressable TV solution and advanced DOOH capabilities empowers brands to not only connect but resonate with their audiences on a deeper level,” said Arshan Saha, APAC CEO, GroupM Nexus.

With the rapid digitalisation in recent years, it is getting increasingly common for marketers to utilise digital out-of-home (DOOH) as the go-to advertising platform and the APAC region has seen an explosive growth in DOOH. In fact, research group IMARC saw the region’s DOOH market reach USD$8 billion in 2022 and expects the market to hit USD$18 billion by 2028.

Adtech company Hivestack’s figures also showed spending on outdoor advertising in APAC is projected to reach US$22.8bn by 2024, a 33% increase YOY since 2021. The APAC inventory made available via the Hivestack platform doubled in the past year, with over one million screens across 80 media owners delivering over 118 billion monthly impressions.

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