Nielsen and Trapper Group subsidiary Reddoor Asia create automated media buying platform

Nielsen Malaysia is collaborating with Reddoor Asia, a subsidiary of Trapper Group of Companies to create a proprietary platform called adwork.io. It is a fully automated media buying eCommerce marketplace where SME advertisers can buy media at affordable prices, in real time. It is aimed at capturing the small and medium-sized enterprises market. 

The platform aims to provide real-time data outputs and help SME advertisers make data-driven decisions for their advertising campaigns from the confines of their offices or homes. Additionally, the platform also aims at addressing the overall misconception in the industry, that digital properties are the only way to advertise a company's brands or services.

Sivanathan Krishnan, chairman of Trapper Media Group and CEO of Reddoor Asia said that SMEs count for 97% of total businesses in Malaysia. “The launch of adwork’s media buying platform powered by Nielsen’s tools & analytics will help accelerate the growth of homegrown Malaysian SME's through digitalisation and media buying efficiencies, that will help SME's to gain awareness and access to markets, both globally and most certainly, in the Asian region,” he added.

The platform is expected to be available in Malaysia at the end of 2023’s second quarter.

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Nielsen Consumer & Media View (CMV) provides insights mapped with AI and machine learning (ML) 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.

With their partnership, Reddoor and Nielsen aim at reimagining and innovating the way media is bought and sold because through adwork.io, SMEs will be able to gain access to data and make data-backed media buys all on one platform with the added benefit of being able to do multi-country buys if needed.

Adwork’s databases and AI infrastructure is well-structured to provide relational information between entities, providing rich information and convenient data accessibility. Adwork.io will forever transform the media buying landscape.

Yee Chong Moon, Nielsen Malaysia & Singapore managing director said that in the new data-driven transactional brand economy, consumer insights and intuitive research-enabled information will be key to empowering advertisers to make risk-averse decisions in the future. “Our collaboration with Reddoor Asia - is a strategic step forward in that direction,” he added.

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