PHAR, an international media and marketing agency with specialist expertise in Transport & Infrastructure, Sport & Entertainment and Digital Media, has launched Southeast Asia’s largest publisher-side trading desk in collaboration with AirAsia.
The digital performance platform, called ‘PHAR Focus’, has been developed to serve the objectives of traveller related digital campaigns. It enables advertisers to reach travellers across ASEAN with relevant and timely messaging providing both better results for advertisers, and more engaging and useful content for the consumer.
The audience data captured runs into the billions of data events every month, and relates to travel behaviour, purchase intent, demographic and lifestyle indicators.
The data segments enable targeted ads on AirAsia.com and across 3rd party sites and exchanges. Ads can be served across Asia, with a focus on ASEAN due to the high volume of passengers in the region.
Key to the decision to launch an in-house publisher trading desk was the control and safety it brings to site and app behaviour data. It also extends the scale of inventory available to small but valuable segments of travellers. All audience data collected is not personally identifiable.
The new trading desk is operated by PHAR’s team of traders and digital operations staff, who are specialised in travel related programmatic campaign optimisation. Working with major advertisers in the region, the platform has already delivered market leading results since its soft launch in April 2016.
Marcus Treacy, Head of Digital at PHAR said, “We are very excited to roll out the AirAsia travel intent data across our client portfolio in Asia. Unlocking the value of the data through managed campaigns by our expert traders will transform campaign performance and reduce wastage significantly.
Prem Bhatia, Managing Director Asia at PHAR added, “As programmatic advertising becomes a top focus for advertisers throughout the region, the importance of quality data at scale is becoming more and more apparent. We are excited to be able to bring an unrivalled data offering that is already delivering market leading performance for our key clients across the tourism, banking and telco sectors in particular.”
Siegtraund Teh, AirAsia Group Chief Commercial Officer said, “We are excited to partner with PHAR to not only create more opportunities to work with our advertising partners, but also to bring more relevant, personalised and interesting messaging to our guests. This collaboration with PHAR will enable us to capitalise on the information we have to better understand our guests and enhance engagement.”