Singapore – theAsianparent, the parenting content and community platform under the parent-tech company, The Parentinc, has launched its first-party data insights and activation services called ‘ADvantage’. This offers a breakthrough solution to mum and child brands, amidst industry upheaval over third-party cookies fast becoming a thing of the past.
Akshay Trivedi, chief commercial officer at The Parentinc, noted, “This monumental change aside, we’ve seen how businesses in the past few years have been moving towards performance over-amplification. By launching this service, we are able to fast-track that movement for our partner brands, towards advertising efficacy and efficiency through tailor-made campaigns.”
With theAsianparent having a wealth of tools, resources, and forums across parenthood stages and a robust data science team, the platform is able to convert meaningful data into streamlined, customised user experiences. Helping its brand partners thrive in a privacy-safe ecosystem, this process now also produces refreshingly relevant and action-packed advertising.
Beginning with highly valuable, reliable 1P data plus custom research such as polls and surveys, theAsianparent and brands work together to devise strategies and goals per customer segment—maximising scale, improving campaign performance, and reducing ad wastage. Going beyond demographics and device, customer clustering can also be based on: parenting stage and milestone moments; consumer lifestyle and interests; and brand affinity and product inquiry, amongst others, which is based on over 50 data points. Bespoke activation features such as sequential messaging and mid-flight analysis for campaign course correction and content enhancement are also offered.
Roshni Mahtani Cheung, The Parentinc Group’s CEO and founder, shared that data, products for parents by parents, and engaging with their community at every turn, have long given them the confidence to say, ‘We know SEA mums’.
“We experience firsthand how the depth of this data leads us to understand today’s mums—their concerns offline, [and] their habits online. These, combined with the soft knowledge that’s beyond hard numbers and patterns, guide our decisions. We are happy to be able to offer this service to our brand partners; while, very importantly, continuing to keep user data safety paramount,” said Cheung.
Meanwhile, Malena Gong, theAsianparent’s VP for product and partnerships, said, “Our 1P data-based ad solutions ensure that brand action is maximised at every stage of the marketing funnel. The advantage is seen well before roll-out, targeting only the most relevant set within an already relevant audience. At the advocacy level, the forums are already set up, where mums can easily share their brand experiences with the community.”
