
14
June
2022
Astro Pioneers Innovative Addressable TV Advertising
Malaysias leading content and entertainment company, Astro Malaysia Holdings Bhd ( Astro ) is leading the way in innovative TV Advertising with its new Addressable Advertising service, the first in Southeast Asia. Ushering in digital-style targeting on TV by leveraging Astros first-party data, advertisers and brands will be able to showcase different advertisements to different households who are watching the same programme.
Henry Tan, Group Chief Executive Officer of Astro said: As part of our transformation plan to deliver an all-new Astro experience, we are reinventing our advertising proposition to make it attractive for marketers in an increasingly digital-dominated advertising world. We are excited to usher in Astro Addressable Advertising, the next-level TV Advertising that merges the best of TVs emotional persuasive power with smart data presenting new opportunities for marketers by creating a better, more personal TV experience.
To reach the right consumers and capture their attention against a vast landscape of evolving media, as consumption habits become increasingly sophisticated, Astro Addressable Advertising combines the unparalleled scale of attention and emotional engagement of TV with precise targeting and advanced campaign measurement focusing on the audience, delivered at scale in a premium brand-safe environment.
Shafiq Abdul Jabbar, Group Chief Financial Officer of Astro, who also oversees Data and Advertising for the group said, We are excited to see the combination of quality and reach of TV with Astros rich first party data being used to build the ideal audience segments based on income, location, dwelling type and purchasing behaviour, thus creating a highly relevant context for advertisers and personalised ads for viewers. With the increased targeting capabilities of data-driven TV, Astro Addressable Advertising can scale to suit various industries and business sizes, and for the first time, made it possible for small local enterprises (SMEs) to access TV inventory.
With this flexible and effective service, advertisers have a data-driven targeting and measurement capability to boost ad performance through audience data expansion, giving brands the opportunity to access a richer set of audience descriptors, based on first party data. Meanwhile, viewers enjoy a more personalised and relevant experience as they see ads that reflect their local community and profile.
Astros platform-agnostic strategy generates a rich and holistic view of its customers video consumption habits across Linear TV, Video-on-Demand and Astro GO.
On Linear TV, Astro has a viewership share of 72%, with average daily viewers of 11.3mn and average daily time spent of 187 minutes
On Video-On-Demand, videos streamed on its connected boxes jumped 2.4 times y-o-y to 530mn while average weekly viewing time increased by 17% y-o-y to 693 minutes
On Astro GO, its monthly active users is at 919K while average weekly viewing time increased by 27% y-o-y to 244 minutes
Astro Addressable Advertising service has been rolled out across Video On Demand on Astro GO and Ultra and Ulti Boxes since November 2021; with Linear addressable launching in stages this June 2022 to reach high value audience of Astro households.
Among the big and emerging brands which were early adopters of Astro Addressable Advertising, some have reported a notable improvement of brand consideration as high as 40% and high brand awareness with strong user conversion ratio at 67%. For more information, please contact Astro Media Solutions at [email protected] or visit http://www.quake.com.my/aaa.
Astro Media Solutions
Astro Media Solutions provides bespoke advertising and marketing solutions for brands. Leveraging on media assets and signature IPs under Astro Malaysia, Astro Media Solutions offers data-driven marketing, activations, commerce, merchandising and talents across its TV, Radio and Digital platforms. We believe in collaboration with like-minded partners to advocate marketing excellence and drive business growth.
Asia, Australia & Oceanic Stories
09/07/2025
Explore Love Without Limits in a bold, funny and unapologetic SBS Audio podcast ...
08/07/2025
SBS strengthens commitment to inclusion with new commissioning guidelines
8 July, 2025
Media releases
SBS has launched new Commissioning Inclusion Guidelin...
08/07/2025
Secrets, Spies and Sabotage: 40 years on, SBS podcast investigates historic bomb...
07/07/2025
SBS Farewells Chair George Savvides AM
7 July, 2025
Media releases
Born of Greek Cypriot parents, Mr Savvides joined the SBS Board as Deputy Chair in Febru...
30/06/2025
SBS On Demand boosts global news offering with launch of France 24 FAST Channel
30 June, 2025
Media releases
SBS is expanding its international news offeri...
27/06/2025
27 06 2025 - Media release Game, set, action! Screen Australia and ABC announce new mini-series Goolagong
Marton Csokas and Lila McGuire of Goolagong. Image c...
26/06/2025
Buckle up for Great Australian Road Trips launching 31 July on SBS and SBS On De...
20/06/2025
Hit, run, oh sh#t: NITV and SBS get RECKLESS with filming underway in Western Au...
13/06/2025
Pure Drama and Fierce Rivalries set to dominate the world's most iconic spor...
12/06/2025
50 Years Strong: SBS and NITV Supercharge NAIDOC Week 2025 in a joint 50th celeb...
06/06/2025
06 06 2025 - Media release Award-Winning TV Creators Richard Gadd, Sally Wainwri...
03/06/2025
Stories of love, loyalty and self-discovery among six shortlisted Digital Origin...
28/05/2025
SBS celebrates 50 years of reflecting a diverse and contemporary Australia
28 May, 2025
Media releases
Marking 50 years of broadcasting on 9 June 2025, SBS...
28/05/2025
ABS and Verticloud announce a Strategic Partnership to accelerate Digital Transf...
22/05/2025
SBS and Screen Australia showcase the next wave of Australian storytellers with ...
22/05/2025
Rune Pedersen unpacks How Humans Talk in new SBS Audio podcast
22 May, 2025
Media releases
Ever caught yourself using baby talk with your pet and wondered ...
19/05/2025
Eurovision delivers strong Total TV audiences for SBS, dazzling more than 2.21 m...
16/05/2025
Proper Loved Up Stage One Recipients Announced
16 May, 2025
Media releases
Screen Australia's First Nations Department, the Australian Broadcasting Cor...
15/05/2025
Australia's boldest network SBS launches new brand campaign: We Go There...
15/05/2025
We Go There SBS On Demand's new Hub is entirely bold and unmistakably SBS
15 May, 2025
Media releases
The We Go There Hub brings together over 300 ti...
14/05/2025
ABS and SpaceBridge to Join Forces to Strengthen Managed Services Across Europe,...
13/05/2025
Alone Australia Season 3: The Reunion
13 May, 2025
Media releases
As the latest season nears its end, SBS's hit series brings full cast together for re...
13/05/2025
Teletimes interviews ABS CEO, Mark Rigolle...
12/05/2025
And They're Off! The Pure Drama of the Cycling Grand Tours Continues on SBS,...
12/05/2025
10 05 2025 - Media release Australian Filmmaker Lucy Mckendrick Set For Directin...
07/05/2025
SBS and NITV mark National Reconciliation Week with compelling premieres recogni...
07/05/2025
SBS commences search for a new Western Sydney production hub location
7 May, 2025
Media releases
SBS has today launched a Request for Expressions of Intere...
02/05/2025
SBS On Demand achieves stellar month on the back of Alone Australia and The Hand...
01/05/2025
01 05 2025 - Media release Screen Australia empowers 100 distinctive Australian narratives
All The Boys Are Here writer/director Goran Stolevski and It s All...
30/04/2025
Slam poet Huda the Goddess wins 2025 Les Murray Award
30 April, 2025
Media releases
Australia for UNHCR and SBS are proud to announce that Huda Fadlelmawla...
30/04/2025
SBS, NITV and NIDA partner to empower the next generation of screen creatives
30 April, 2025
Media releases
SBS, National Indigenous Television (NITV) and ...
23/04/2025
We heard that you could use a little pick-me-up, so get ready to sh-sh-shake it ...
22/04/2025
McAvaney takes the lead for SBS' Coverage of the World Athletics Championshi...
16/04/2025
Finalists announced! Five stand-out brands shortlisted for SBS Media's Susta...
15/04/2025
Claudia Karvan, Tom Gleeson, and Mark Coles Smith join in the adventure of a lif...
15/04/2025
SBS and Volleyball World sign landmark deal for Beach Volleyball World Champions...
14/04/2025
SBS becomes first Australian broadcaster to have near-and long-term carbon reduc...
11/04/2025
Isn't that Insightful? Kumi Taguchi dives deeper into Insight's taboo to...
09/04/2025
SBS On Demand partners with Euronews to extend network news offering
9 April, 2025
Media releases
SBS is expanding its international news offering with the...
09/04/2025
SBS announces TV's hottest new couple, Tony Armstrong and Courtney Act, as E...
09/04/2025
09 04 2025 - Media release Screen Australia and ACTF Kids IP Incubator Initiative enters next phase
Kids IP Incubator recipients in Melbourne for the workshop...
07/04/2025
Olympic Gold medallist and World Time Trial Champion Grace Brown joins SBS comme...
07/04/2025
Female focus: New season of Living Black highlights women in Federal Election ye...
07/04/2025
SBS News' Cost of Living Secrets podcast returns to tackle one of the key is...
04/04/2025
SBS announces initiatives to provide all Australians with trusted news and infor...
01/04/2025
01 04 2025 - Media release Bus Stop Films' first feature Boss Cat to begin production in June
Boss Cat cast (L-R): Olivia Hargroder, Penny Downie and Juli...
31/03/2025
Ready, set, Party Time!' SBS News empowers young voters with a new politica...
28/03/2025
Marion Grasby's Flavours of Heart & Home is a celebration of culture and fam...
28/03/2025
SBS delivers Federal Election news to Australians in over 60 languages
28 March, 2025
Media releases
As Australia heads to the polls on 3 May, Australia...