Tag: Advertising

Australia – Publicis Groupe’s Mars United Commerce has recently released a new report benchmarking the evolving capabilities of retail media networks in Australia and New Zealand. The report evaluates new entrants, including Uber Advertising, Adore Beauty Media and AVC Experience Plus—alongside established networks such as Cartology, Market Media, Amazon Ads and Coles 360. 

In the report, it noted a retail media network (RMN) industry reaching maturity, with retail media networks delivering increasingly sophisticated tools with new measurement and performance tracking solutions. Driven by advertiser demand for greater clarity and effectiveness, networks are implementing advanced features such as self-service platforms, real-time analytics and rich content options.

It is worth noting that these insights come after Australia saw new entrants in the retail media space, including from Australia Post, Petbarn, and more recently Bunnings.

Strengths of ANZ’s retail media offerings

In an exclusive conversation with MARKETECH APAC, Cameron Porter, commerce planning director for ANZ at Mars United Commerce highlighted key factors on why retail media networks in ANZ are continuously maturing enough to be tapped widely by brands in the region.

“Targeting is where we’ve seen the biggest leap. The ability to understand shopper behaviour — what they’re buying, when, and how often — is powering stronger, more timely messaging across a broader mix of touchpoints. From brand-led video to conversion-led formats, the precision of retail media is starting to stand out on-platform and off-platform,” Cameron said.

He added, “Measurement is still catching up, but the momentum is there. As frameworks mature, we’ll see more advanced test-and-learn programs and sharper optimisation across formats — both of which will accelerate retail media’s role in strategic planning.”

Opportunities and challenges

Looking ahead in 2025, the report notes that the industry can expect further innovation within the retail media space. As networks mature, new entrants will continue to shape the future of the sector, allowing for even more touchpoint opportunities and enhanced capabilities. 

Moreover, the industry’s growth trajectory is clear: transitioning from adolescence into adulthood, and this will present brands with new opportunities to refine their strategies and connect with consumers in more meaningful ways.

“Non-endemic brands represent a major growth opportunity for networks — but also a shift in expectations. These brands are looking for more than sales lift; they want brand impact and real accountability. That pressure will help push innovation and expand the media offering to support both endemic and non-endemic advertisers,” Kelly Wearmouth, managing director at Mars United Commerce ANZ told MARKETECH APAC.

She added, “AI is the next big shake-up. Right now, it’s helping streamline backend processes — smarter forecasting, analytics, and reporting. But the long-term impact will be on front-end performance: real-time targeting, predictive planning, and creative personalisation based on live shopper signals.”

When asked about the challenges on tapping into retail media networks in ANZ, Cameron said, “The biggest challenge isn’t technology — it’s structure. To take full advantage of retail media’s evolution, brands need stronger internal collaboration and more integrated planning across teams and agencies.”

Key pointers to consider when tapping RMNs

In the report, it highlighted that in order to maximise effectiveness in retail media platforms, brands should adopt a strategic three-step evaluation process: evaluate networks, benchmark & compare, and identify opportunities.

For Cameron, the right retail media network isn’t just about reach — it’s about relevance. With more networks coming online, the focus should be on finding the shoppers that connect a brand to the right audience, in the right context, at the right time.

“Contextual targeting and loyalty programs are powerful tools for reaching shoppers who matter most to your category. And just as importantly, marketers should prioritise networks that can collaborate deeply — with strong insights, transparent measurement, and the flexibility to support both brand-building and performance goals. That’s the new baseline for entry,” he concluded.

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In conclusion, the rapid rise of retail media networks in Australia and New Zealand presents a transformative opportunity for brands to reach highly engaged consumers at the point of purchase. As retailers leverage their first-party data and digital platforms to create more targeted and measurable advertising solutions, brands can enhance their marketing effectiveness, drive conversions, and gain deeper consumer insights. 

This evolving landscape not only enables greater personalization but also fosters stronger collaborations between brands and retailers, ultimately delivering more value to shoppers. By embracing retail media networks, brands in ANZ can unlock new growth opportunities and stay ahead in an increasingly data-driven marketplace.

Kuala Lumpur, Malaysia – The Malaysia Aviation Group has recently worked with Mediabrands Content Studio (MBCS) to release ‘Selagi Ada Hormat’, a Hari Raya Aidilfitri film that celebrates Malaysia’s rich diversity and the enduring values of respect and unity.

Inspired by the personal journey of MAG Group Managing Director, Datuk Captain Izham Ismail, ‘Selagi Ada Hormat’ (translated: Where Respect Lives On) delivers a powerful message of unity, respect, and inclusivity – values central to the Malaysian identity. 

The film follows a successful man returning home for Raya, taking in the sights and sounds of his hometown as it awakens memories of a childhood where respect and kindness transcended race. The touching flashbacks serve as a reminder that while the world may change, the essence of Malaysian Hospitality endures.

The film was directed by Aiman Aliff and Hyrul Anuar, directors at Directors Think Tank, a regional production company.

Speaking on the film’s conceptualisation process, Eddy Nazarullah, creative director at MBCS, articulated, “This film isn’t just about Raya, but about the values that define us as Malaysians. Respect, hospitality, togetherness, these are things we grew up with, things that were never taught but always lived. But in today’s world, it feels like we need a little reminder. With this film, we wanted to go beyond nostalgia and spark something deeper: a reflection of who we are and who we can continue to be. It’s not about grand speeches or forced messages, but about capturing the everyday moments that quietly remind us of our shared hospitality.”

He added, “Bringing Selagi Ada Hormat to life was deeply personal to all of us on the team. We’re privileged to have had this chance to work on Captain Izham’s story with our partners at Directors Think Tank, to craft a film that celebrates diversity and invites Malaysians to reflect, reconnect, and reignite the spirit of mutual respect. Touching on the very roots and essence of our Malaysian identity.”

Kuala Lumpur, Malaysia – Amidst a rise in social media and financial influencers (finfluencers) locally, the Securities Commission Malaysia (SC) has released a revised version of the guidelines on advertising for capital market products and related services.

The revised framework will introduce new requirements for finfluencers who independently promote capital market products and services without being engaged as marketing agents by an advertiser. These individuals will be considered advertisers under the guidelines and must comply accordingly. 

Additionally, the framework will strengthen advertisers’ obligations to ensure that their marketing agents adhere to the guidelines, holding advertisers accountable for any non-compliance by their agents. Furthermore, the framework will enhance regulations on the use of social media for financial promotions to address its increasing role in advertising.

The guidelines will also impose a prohibition against advertising services in Malaysia, of persons who are not authorised by the SC.

In developing the revised guidelines, the SC has taken into account best practices from other jurisdictions, including Australia, the UK, and Singapore, while also incorporating feedback gathered from consultations with key stakeholders, including finfluencers. 

The updated Guidelines will take effect on 1 November 2025, providing advertisers with ample time to familiarise themselves with the changes and make the necessary adjustments to ensure compliance.

Australia – National hardware chain Bunnings has launched its dedicated retail media network, ‘Hammer Media’, offering suppliers and advertisers expanded opportunities to reach millions of customers in-store and online. 

The offering is designed to allow for brands, both retail and trade, to develop deeper connections with Bunnings customers at each step of the shopping journey, leading to more informed purchasing decisions. 

Through its omnichannel approach, Hammer Media will give suppliers access to more than 14 million website visitors monthly, in addition to in-store customers, social media followers and the number one home and lifestyle print publication, Bunnings Warehouse magazine.

Hammer Media will streamline messaging and enhance brand awareness across Bunnings channels such as social media, website, in-store radio, eDMs and in-store screens. As part of the network launch, 300 digital screens have been installed across 150 stores. 

Following trials, Bunnings suppliers have been invited to opt-in to the retail media program, with the first round of advertising in market.

Justine Mills, general manager of marketing at Bunnings, said, “The launch of Hammer Media represents a significant step forward in our commitment to innovation and growth in both digital and retail media.  Take-up and results from trials in Victoria and New South Wales are very encouraging for the future success of the network and returns for our advertising partners.”

It is worth noting that this is the latest brand in Australia to explore retail media opportunities, with Australia Post and Petbarn both tapping oOh!Media to launch their respective retail media networks at a national level.

Hong Kong – MARS Hong Kong has partnered with EssenceMediacom, goat, and b-side creative agency to launch ‘Eclipse plus’ with a dynamic campaign featuring YanTing Chau, showcasing its soothing benefits through music.

‘Eclipse plus’ introduces new ingredients aimed at providing a soothing and comforting experience. The campaign highlights both the product’s functional and emotional aspects through music, featuring popular artist YanTing Chau as its brand ambassador.

Supported by the advertising campaign “一粒順返曬 唱出耀眼Sing火 (One Lozenge, Smooth Relief—Sing with Brilliance),” a collaboration between EssenceMediacom, goat, and b-side creative agency, the launch began with a social video featuring YT (YanTing) showcasing the product’s soothing benefits through a social singing challenge.

This interactive challenge encourages audience participation and generates social buzz, offering participants a chance to win exclusive prizes from YT (YanTing). The game also integrates the functional benefits of Eclipse®plus, ensuring consumers engage with the product while having fun.

YT (YanTing) is also featured beyond digital platforms, with in-store placements and exclusive collectibles available through purchases or as prizes in the singing challenge.

Teresa Chen, CBU brand activation lead – TWHK GMFC at MARS, said, “I am very proud that HK Eclipse®plus has launched its ‘Voice Care’ campaign with local, famous singer YANTING to continue cultivating its ‘soothe & comfort’ benefit with SINGING moments to Gen Z & Millennial consumers.” 

Chen added, “With great collaboration among HK EssenceMediacom, goat HK, activation agency and HK MARS team, we truly created the through-the-line synergy and consistency for a powerful communication to strengthen Eclipse®plus ‘Voice Care” brand proposition with local relevancy.” 

To expand the campaign’s reach, Eclipse plus Hong Kong has collaborated with a range of celebrities and influencers known for their vocal talents, including Serrini, Mic, Val, and Cheronna, alongside several micro-influencers, all taking part in the challenge.

The campaign will conclude in April with Uni-Fest, an event featuring performances by YT (YanTing), Kolor, and Tonick.

“We’re proud to have partnered with MARS Hong Kong on the Eclipse®plus launch campaign. Working closely with b-side creative agency, we have combined influencer partnerships, the power of YanTing with creative social activation. Seeing the campaign resonate so strongly with Gen Z and Millennials and successfully drive significant social buzz and engagement was a fantastic result for the team,” Augustin Chan, director of Goat at GroupM Goat, commented. 

Indonesia – To break through Indonesia’s highly competitive food and beverage market during Ramadan, Pizza Hut Indonesia has unveiled a bold and unconventional move—a two-hour-long ad titled “NON-STOP SERU 2 JAM BARENG DIP & CRUNCH.”

Departing from the usual emotional tone of Ramadan ads, the campaign film takes an unconventional approach, featuring a continuous loop of humour and togetherness. It highlights Pizza Hut Indonesia’s 1-metre LIMO Pizza and the newly introduced Dip & Crunch through a playful and unexpected format.

In just two weeks, the campaign gained significant traction, drawing high viewership and engagement. The ad’s extended format and catchy jingle resonated with audiences, reflecting the Ramadan tradition of prolonged togetherness.

Pizza Hut Indonesia’s approach highlights the impact of unconventional marketing in a crowded Ramadan advertising landscape. By stepping away from traditional formats, the brand demonstrated how bold creative choices can capture attention and foster cultural relevance.

Astari Fitriani, senior brand & innovation manager at Pizza Hut Indonesia, said, “As a brand that has been in Indonesia for four decades, we continue to strive to stay relevant by understanding the essence of Indonesian culture towards the Ramadan season and translating it into distinctive creative material to break the clutter.”

Fitriani added, “It might seem like a risky choice, but we are glad that the audience’s reception has been positive. This encourages us as a brand to continuously be a pioneer, pushing boundaries, innovating, and not just sticking with the status quo.”

Philippines – Instant noodles brand Payless has teamed up with digital advertising agency AdSpark to launch the ‘Payless Bigatin Promo,’ a digital solution to revolutionise shoppers’ experiences.

Through a seamless approach, the partnership with AdSpark allows customers to earn rewards while providing Payless with customer behaviour insights. Payless plans to leverage the data to enhance its activities in the future.

To participate, customers can scan the QR codes powered by SparkTech on promotional materials. The promo also features a rewards mechanism through SparkRewards, allowing customers to instantly disburse prizes. The tiered rewards structure gives them the opportunity to win major prizes based on their spending.

Among the major prizes is a chance to win tickets to the ‘Grand BINIverse Concert’ and cash rewards amounting to Php 100,000.

“We are pleased to partner with Payless on this project, which showed how strategic mechanics can drive sales and build brand affinity, reinforcing AdSpark’s role as a key enabler of digital solutions,” JL Erestain, chief operating officer at AdSpark, said.

RJ Sumilang, director of growth at AdSpark, commented, “We always strive to bring added value to our clients. Working with AdSpark allowed Payless to offer a more convenient way for consumers to enjoy their product while strengthening the connection with them.”

“This partnership with AdSpark has truly elevated how we engage with our customers. The seamless execution of the Payless Bigatin Promo not only enhanced consumer participation but also provided us with invaluable insights on how we could better serve our market. We are delighted with the results and look forward to more innovative collaborations with AdSpark,” Raymond Kalaw, group product manager at Payless, said.

AdSpark is a portfolio company under Globe’s 917Ventures. SparkTech, its suite of AI-powered tools, helps brands analyse consumer data to improve their marketing strategies.

Australia – Nine has been appointed by Warner Bros. Discovery (WBD) as Max’s exclusive sales partner to commercially maximise its ad-supported Basic With Ads tier. This comes ahead of the streaming platform’s anticipated launch in Australia on March 31.

Leveraging Nine’s cutting-edge technology, Max will play a pivotal role in Nine’s digital video offering for advertisers, represented nationwide by Nine Sales.

With the addition of 9Now and Stan Sport, Nine’s partnership with WBD significantly expands its audience reach across the leading Subscription Video On Demand (SVOD) and Broadcast Video On Demand (BVOD) sectors.

Built on Max’s extensive library of premium content, this inventory will be integral to Nine’s high-value revenue strategy, led by Powered (premium integrated sales and strategy). Meanwhile, Nine’s Centre of Digital Excellence (encompassing digital solutions, data, product, and programmatic) will underpin the overall sales approach.

This collaboration enables Nine to provide agencies and clients with seamless and innovative advertising solutions across SVOD and BVOD platforms, ultimately driving stronger business outcomes for advertisers.

Michael Brooks, general manager for ANZ at Warner Bros. Discovery, said, “This is the first time WBD’s premium slate of content has existed in one place in Australia. Launching Max with an ad-supported tier creates a compelling offer for viewers and advertisers alike, while partnering with Nine allows us to tap into their deep experience, strong relationships and proven capabilities.”

Meanwhile, Matt James, acting chief sales officer at Nine, commented, “The combination of Max’s amazing content and world-leading advertising products with Nine’s local expertise, sales infrastructure and scale is a unique opportunity for clients in this country. This relationship with WBD will accelerate our strategy into the digital video market and offer clients better return on investment.”

It is worth noting that WBD recently appointed Foxtel Group as its launch partner for Max in Australia, wherein Max’s expanded content offering will be available to Foxtel’s 1.4m residential subscribers at no additional cost to their Foxtel subscription. It had also recently tapped Special Group and EssenceMediacom for their creative and media mandate respectively–both related to Max’s launch in Australia.

Singapore – A new report from Nexxen has recently highlighted key preferences and habits around advertising platforms and formats-specifically on OTT platforms. In its report, it highlighted that around51% of surveyed consumers in Singapore said they watched content on ad-supported streaming platforms such as meWATCH, Singtel CAST, Viu, iQIYI, WeTV, Tubi TV, and Viddsee multiple times per week. 

Moreover, some 35% indicated that they watched once a day or more. Among the ad-supported content viewers, meWATCH was the most popular streaming platform.

In Singapore, mobile devices lead as the primary platform for consumption at 77%, followed by Smart TVs at 64%, demonstrating a growing demand to consume content across larger screens. Computers and laptops followed at 51%. Tablets, streaming devices and game consoles were also represented, but with fewer users primarily using them for consumption.

Meanwhile free, ad-supported platforms are popular among Singaporean consumers, 60% of whom identify cost as a key factor in their choice of video streaming platform. Nexxen also signalled that ease of use was another leading factor of this choice. 

The report also highlighted that the format and delivery method of ads clearly matters, with the data stating that viewers prefer shorter ads that deliver value without disrupting their experience. This is why 61% of advertisers are already using 6 to 15-second ad formats around content to meet this demand. 

In addition to brevity, the occurrence of the ad relative to the content is also worth noting. When asked which types of ads generally caught their attention when watching ad-supported streaming platforms, 36% of consumers identified pre-roll ads (running before the content starts), and 32% identified mid-roll ads (displayed during the show). Pre-roll ads were identified by 44% of advertisers as being effective. 

Effective personalisation is another important ingredient in increasing the likelihood that ads will be noticed and acted on. Viewers (41%) also indicated this as an area where ads on streaming platforms could improve; they want more personalised ads that are relevant to their interests.

The report also highlighted insights from advertsers, noting that 50% of advertisers are planning to incorporate OTT into their media strategies within the next two years. 

While not all surveyed advertisers are currently using OTT, around 73% of them hold a positive impression of its role in the marketing mix, with more than 25% recognising its potential to outperform traditional media.

Half of surveyed advertisers are already anticipating to benefit from these trends, while the other half are still on the fence, despite generally holding a positive impression of OTT advertising’s capability. 

Lastly, the report observed that 73% of Singapore-based advertisers hold a positive impression of OTT advertising and expect to factor it considerably into their overall marketing mix in the next 2-3 years. Additionally, more than a quarter of advertisers see potential to outperform traditional media in this sector. 

Thailand – KFC has ignited a seemingly disastrous endorsement to promote the new ‘Buldak Dunked Wingz’ in collaboration with Publicis Thailand. 

Orchestrating a social media frenzy, KFC and Publicis Thailand teamed up with food influencer Bankii. In an advertisement, KFC unveiled the influencer’s unfiltered reaction as he tried the Buldak wings. Struggling to handle the spice, he threatens legal action against KFC if it airs the ad. 

As KFC continued to roll out the ad on major platforms, Bankii seemingly fought against it by warning viewers of the wings’ spice level. 

Still part of the stunt, Bankii also went on a talk show to fuel the controversy. 

KFC and Publicis Thailand used reverse psychology in their marketing stunt, using Bankii’s reaction to spark curiosity among viewers.Last year, KFC Thailand also released a campaign for its ‘Kai Jai Ded’ spicy popcorn chicken, highlighting the need for handkerchiefs to wipe tears from spiciness.