foodpanda MY bets on branded OTT content with iQIYI original drama series

Foodpanda Malaysia is spending its marketing budget on a partnership with iQIYI that will see the food delivery platform’s brand feature in the original drama series Sorry Naik Lori. The brand will be presented seamlessly in the form of a secondary character who is a foodpanda delivery driver and with incidental exposure of the brand, viewers will also receive subtle educational exposures in the service of foodpanda and new offerings throughout. throughout the drama. These will be seamlessly integrated into various scenes contributing to the plot.

Its chief marketing officer, Bernard Chong, said streaming services have disrupted the traditional content industry. “With iQIYI’s ability to effectively target audience segments based on the type of content they watch, we decided to partner with them for the launch of local original production. Sorry Naik Lori“Chong said.

He believes that this collaboration can further strengthen foodpanda’s position with Malaysians and have a significant positive effect on its target market. We hope that with this collaboration, we can further educate viewers about the various services provided by foodpanda that go beyond just food delivery,” Chong added.

As foodpanda gains in brand awareness, it also marks the first brand integration collaboration in a drama for iQIYI in Malaysia. Sukhbir Sidhu, Head of Advertising Sales at iQIYI Malaysia, said the continued increase in digital consumption has propelled OTT platforms to become a very effective tool for advertisers.

“With foodpanda being iQIYI’s first brand integration partner, we are exploring more partnerships with other brands across the upcoming Malaysian Original Dramas in the works,” he said. A+M contacted foodpanda and iQIYI for additional information.

The production of Sorry Naik Lori is part of iQIYI’s ongoing initiative to contribute to the local content ecosystem, powered by Malaysian creative minds. In collaboration with local production companies, iQIYI’s list of upcoming Malaysian originals showcases the best of Malaysia beyond its home market. It also provides opportunities for local talent and content creators while supporting local brands, advertisers and marketers.

To celebrate the debut of its first Malaysian original production, iQIYI is also holding an “iQIYI Catwalk Challenge” on TikTok, granting five winners access to attend and make a special appearance in the drama. They will also have the opportunity to visit the production site and meet actors such as Nazim Othman, Ruhainies, Nafiz Muaz and Sheila Mambo, among others in a fashion show scene of local designer KL in the drama.

Streaming services have become popular these days, and research firm Digital TV Research has found that global revenues from OTT TV episodes and movies will reach US$224 billion in 2027, up from US$135 billion last year. . In fact, about US$21 billion will be added this year alone. Subscription video-on-demand revenue is projected to grow by $48 billion between 2021 and 2027 to reach $136 billion. Ad-based video content revenue is expected to jump US$37 billion between the same period to reach US$70 billion.

The streaming scene is also heating up with several players in the mix, from iQIYI and Viu to Disney+, Netflix and HBO GO. According to Magna’s latest advertising forecast for the year this month, digital video will be the fastest growing format in 2022, with a +16% increase in ad revenue to $68 billion. According to Magna, this reflects the continued shift in viewing from linear TV to addressable on-demand platforms (mobile devices and, increasingly, connected TV).

Long-form VOD was primarily subscription-centric for the first 10 years, but as SVOD subscriptions approach saturation, major SVOD players such as Disney+ and Netflix are considering introducing cheaper, funded tiers by advertising, which would bring more advertising budget in digital. video looking forward to it,” Magna said.

A few months ago, Grab Indonesia also entered the streaming scene by creating a six-part series on Viu titled “Cerita Tentang Percaya(Stories of Belief). The six-part series is an acknowledgment and celebration of the resilience and self-confidence of Indonesians during the pandemic and features real-life stories of Indonesians who have persevered through the pandemic. The series launched with the premiere of the first episode on April 2, coinciding with the first day of Ramadan.

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