The Nielsen-backed platform helps small and medium enterprises make informed decisions about media buying with data previously only accessible by larger funded companies.
Subscribe to our Telegram channel for the latest stories and updates.
Being able to splurge on advertising is often a luxury larger companies enjoy, but a new company, Adwork.io, might level the playing field.
Adwork.io, a partnership between Nielsen and Malaysia-based media agency Reddoor, aims to help make media buying much more accessible and affordable for small and medium-sized enterprises (SMEs).
According to Campaign Asia, the platform, which will be launched in the second quarter of 2023, will provide real-time data outputs and address the misconception in the industry that ad giants such as Facebook and Google are the only way to advertise a company’s brands or services.
Adwork.io will also be launched regionally, including Singapore, Indonesia, Thailand, Philippines, Myanmar, and Australia.
Malaysia will be the first country to set the benchmark for the platform’s regional roll-out.
Through the Adwork.io platform, SME advertisers get to execute media buying directly with offline and online media owners such as The Star, Astro, and RTM.
However, the platform isn’t a part of Nielsen One, the measurement giant’s cross-media solution that provides deduplication across four screens (linear TV, connected TV, computer, mobile).
Yee Chong Moon, Nielsen’s managing director and head of agencies for Asia, said the Adwork.io platform would provide SME advertisers with a comprehensive set of demographic and lifestyle data to help them make informed media buying decisions based on their target audience.
This type of precious insights, which larger companies get to access from Facebook and Google, are often not available to SMEs due to the high cost.
Sivanathan Krishnan, the chairman and co-founder of Trapper Media Group, which owns Reddoor, said the platform will not replace the decision-making, marketing, or advertising team in SMEs.
Nielsen backing Adwork.io means SMEs now have access to property data, analytics, and consumer learnings of the measurement firm, which was previously reserved for brands using the services of larger media agencies.
The platform serves to provide SMEs with more knowledge to create a compelling media mix for their campaigns.
It’s hoped that Nielsen’s data will enable companies to make more informed decisions in media buying even without the luxury of a media agency.