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Tag: digital advertising

  • Pakistan Ad Market Shifts to Influencers as Social Media Reaches 80 Million Users

    Pakistan Ad Market Shifts to Influencers as Social Media Reaches 80 Million Users

    Pakistan’s advertising market is shifting toward content creators as of October 2026, with the country recording around 80 million adult social-media user identities.

    TikTok alone has an advertising reach approaching 80 million adults, while YouTube reaches around 54 million and Instagram reaches approximately 22 million.

    Individual creators are amassing major audiences, including Jannat Mirza with over 25 million TikTok followers, Hania Aamir with over 20 million Instagram followers, Ducky Bhai with over 10 million YouTube subscribers, and Rajab Butt with around 9 million.

    Performance Models Replace Flat Sponsorship Fees

    Commercial deals are shifting from flat fees to direct affiliate commissions. Smaller creators take free merchandise or modest cash retainers, while top celebrities still charge premium rates. Retail brands now deploy trackable discount codes and custom referral links.

    A merchant offering unique promo codes across 100 creator accounts can measure exact conversions within days. That turns endorsements into direct sales channels. For consumer startups and domestic cosmetic lines, performance deals offer instant distribution without the steep upfront costs of television runs.

    Niche Conversion Challenges Follower Scale

    Relevance now matters more than raw follower totals in campaign planning. A specialised account with 50,000 motorcycle enthusiasts regularly delivers higher conversion rates for vehicle parts suppliers than a general entertainment channel with five million subscribers.

    This mirrors digital commerce across Southeast Asia and China, where live-stream selling ties demonstrations straight to payment and fulfilment. Pakistan holds the same ingredients: expanding smartphone adoption, digital payment rails and a young urban population accustomed to mobile buying.

    Metrics Move Toward Acquisition and Retention

    Rapid growth has brought friction over audience authenticity and transparency. Brands face risks from synthetic engagement, bought follower counts and unclear commercial disclosures. These hazards run highest in regulated sectors like consumer health and financial services.

    Marketing teams now evaluate creator deals against customer acquisition costs, basket sizes and repeat order rates instead of vanity impressions. That demand is fueling dedicated talent management agencies, affiliate platforms and analytics firms across Karachi and Lahore.

    Traditional Media Monopolies Recede

    Billboards, print ads and television commercials still draw institutional budgets, but legacy networks no longer control consumer reach. Independent creators now build audiences larger than broadcast stations from home setups.

    Budgets will track verified checkouts as consumer brands watch whether creator live streams deliver steady sales through upcoming festive shopping cycles.

  • Malaysia Sends Misleading Online Health Ad Complaints to MCMC

    Malaysia Sends Misleading Online Health Ad Complaints to MCMC

    Malaysia will route public complaints regarding deceptive online health advertisements directly to the Malaysian Communications and Multimedia Commission (MCMC) for regulatory review.

    Communications Minister Datuk Seri Fahmi Fadzil announced the measure on Sept 20 following consultations with medical associations and healthcare industry experts in Kuala Lumpur.

    Referrals to the Communications Regulator

    Under the process, reports of online promotions that violate existing advertising standards or mislead buyers will undergo formal assessment by the MCMC alongside relevant authorities. The regulator holds statutory power over internet service providers, social platforms, and digital broadcast content operating in the country.

    Fahmi stated that direct engagement with medical practitioners and sector representatives was necessary to assess the scale of non-compliant claims across web platforms.

    The matter will be referred to MCMC for review and further action with the relevant parties.

    Scrutiny on Digital Marketplaces and Social Feeds

    Health and wellness categories generate substantial digital marketing expenditure across Southeast Asian e-commerce networks. Unverified supplement promotions, unauthorized medical endorsements, and exaggerated therapeutic claims have multiplied across social media storefronts and live-commerce broadcasts.

    Brand owners, third-party merchants, and advertising agencies operating in Malaysia face tighter scrutiny over consumer product claims. Platform operators will come under greater pressure to remove offending health listings swiftly once regulatory flags are raised.

    Enforcement Across Marketing Channels

    Stricter referral protocols shift compliance risks directly onto digital platforms and marketplace sellers. E-commerce platforms that host non-compliant merchant campaigns risk formal inquiries from the communications regulator if flagged product copy remains active.

    For legitimate consumer healthcare brands, consistent enforcement levels the playing field against unauthorized sellers using unverified medical claims to capture market share. Clearer boundaries also reduce reputational risks for mainstream ad networks carrying merchant inventory.

    Next Steps for Policy Coordination

    Cross-agency cooperation between communications regulators, health authorities, and trade ministries forms the baseline for monitoring deceptive online retail content. Inter-agency reviews often precede formal guidelines detailing takedown timelines and merchant penalties.

    The MCMC is scheduled to begin reviewing referred complaint files alongside partner agencies to establish concrete enforcement steps for active online campaigns.

  • ByteDance Lines up $29.6 Billion Loan After Lenders Pile in

    ByteDance Lines up $29.6 Billion Loan After Lenders Pile in

    ByteDance has lined up a US$29.6 billion loan facility after attracting more than US$30 billion in orders from international and regional lenders. The TikTok owner initially sought a US$20 billion facility before expanding the total borrowing size to meet overwhelming interest from participating banks.

    Surplus demand prompted the company to upsize the transaction by nearly 50 per cent. The jumbo facility ranks among the largest corporate loans ever assembled for an Asian consumer technology company.

    Lender Demand Exceeds Target

    Lenders submitted orders exceeding US$30 billion during syndication, allowing the group to lock in substantial liquidity across its corporate structure. The scale of the order book gave the company room to lift the final allocation well above its opening target.

    Strong bank appetite reflects continued institutional confidence in the company’s core cash flows. Revenue from digital advertising, short-form video streaming, and rapid expansion into live social commerce across Southeast Asia and Western markets continues to anchor commercial performance.

    Financing Tech and Infrastructure Scale

    Large technology groups in Asia are securing deep pools of capital to fund computing capacity and product engineering. For ByteDance, managing data-intensive operations across TikTok and domestic platforms requires sustained capital expenditure in server networks and cloud infrastructure.

    The sizeable debt package also broadens the group’s financial headroom without diluting existing equity. Market participants are now monitoring final allocations and pricing details as syndication closes across global banking syndicates.

  • Optimizing Potential of Digital Advertising, Indosat Ooredoo Launches iAds Service Based on Augmented Reality

    Optimizing Potential of Digital Advertising, Indosat Ooredoo Launches iAds Service Based on Augmented Reality

    The COVID-19 pandemic, which has been going on for over a year, has increased our reliance on digital in our daily lives. This has an impact on the business sector, where enterprises are “forced” to adapt to focus on digital marketing strategies as consumer behavior shifts to digital and online. Therefore, the strategy of running promotions through digital advertising is becoming attractive to enterprise in order to increase brand and product awareness, targeting the right consumers, and increase sales of product.

    As an experienced trusted digital partner, Indosat Ooredoo Business presents an innovative service “iAds” at the 4th Connex Webinar today to answer the promotional needs of these enterprise. iAds is a digital ad platform that is designed by utilizing Augmented Reality (AR), interactive messaging, and mobile video. iAds offers the excitement of advertising and the convenience of using innovative telecommunication media.

    Chief Business Officer of Indosat Ooredoo, Bayu Hanantasena said, “Indosat Ooredoo Business is committed to support the growth of Indonesia’s business sector by utilizing digital technology. Today we launched iAds to support the promotional needs of enterprise to be more innovative through social media and relevant to the current situation. We hope that through the 3 iAds services that we launched today, it will help enterprise not only survive, but also growing rapidly so that they can compete in both local and global markets, as well as supports Indonesia’s digital economy.”

    Through iAds, promotional activities can be more varied and attractive because Indosat Ooredoo Business offers several choices of digital promotion mediums, namely iAds, iAds Biz, and iAds MGram.

    • iAds

    Augmented Reality (AR) technology.

    • iAds Biz

    A broadcast and interactive SMS service solution that responds more precisely to promotional needs for target customers and is easily controlled through a dashboard by enterprise. Regular SMS, Premium SMS, and Interactive SMS are all promotional options provided by iAds Biz.

    • Ads MGram

    Consumers can engage with interactive promotion and digital transformation solutions through images and videos that can be viewed on a variety of mobile phones, feature phone or smartphone. The other benefit of iAds MGram is that it does not require a specific application and can be accessed without internet connection or data packages. Thus, it unlocks vast reach, customer engagement and business possibilities.

    iAds can target more than hundreds of thousands of large and medium-sized companies in Indonesia to inform their products to millions of mobile users as potential targeted consumers. This service is also in line with Indosat Ooredoo’s vision as the Indonesia’s leading digital telecommunication company that encourages a more rapid and effective growth of the digital economy.

    Indosat Ooredoo Connex: Maximizing the Potential of Digital Advertising and Innovation Augmented Reality

    This time, Indosat Ooredoo Company conducted a Connex Webinar with the theme “Maximizing the Potential of Digital Ads and Innovation in Augmented Reality,” continuing the previous series of Connex (Creating Innovation with Expert)

    In addition to presented Bayu Hanantasena (Chief Business Officer Indosat Ooredoo) and Linggajaya Budiman (SVP-Head of Marketing & Channel Management), this webinar also featured a Digital Marketing Specialist who has successfully elevated brand-it’s to the forefront of every industry field, including Levita Ginting (Chair of the Indonesian Chamber of Commerce’s Standing Committee on Franchising, Licensing, & Partnerships), R. Andi Kartiko Utomo (Digital Specialist, former Vice President of QNB Indonesia), and Irawan Soemardjo (Senior Partner of PINC Group).

    The speakers offered insight and addressed the effect of the pandemic on the business sector, shifts in consumer behavior, how Digital Advertising can optimize marketing strategies, the potential for Virtual Reality to improve consumer interaction, and iAds solutions to address consumer needs of promotion for enterprise and marketers during the panel discussion.

    “Hopefully today‘s Connex Webinar can provide a lot of positive information so that we all remain optimistic to survive and grow together in the future even in difficult situations,” Bayu concluded.

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  • Digital Advertising Takes Off in Indonesia

    Digital Advertising Takes Off in Indonesia

    Rapid growth in spending on digital advertising in Indonesia is providing a boon to advertisers and telecommunication companies as increasing connectivity changes the way companies go about marketing, say industry analysts. And according to a recent study, demand for digital advertising is only set to soar.

    As more and more of the country’s 250 million people enter the middle class, access to devices that allow them to view online content expand. Enlarged smartphone and tablet screen sizes have also made mobile “an increasingly popular way for viewers to access content,” said Susan Salop, vice president of TubeMogul in Asia, a California-based software maker for digital video advertising.

    “Indonesia is in a unique position where population growth is coinciding with unparalleled technological development,” she  said.

    Many brands now go straight to digital without having to spend big on more traditional marketing, such as billboards and television ads.The booming e-commerce market here also plays a role in propping up the value of the country’s digital advertising sector, say experts.

    In the past two years, e-commerce companies “have spent huge amount of their budgets on advertising,” said Italo Gani, CEO of advertising start-up Adskom, which helps local website developers deliver better targeted banner ads on their sites.

    And growing investments into e-commerce companies, such as Tokopedia, a business-to-consumer marketplace, are enabling them to spend more money on marketing and advertising on the Internet, he said.

    Companies are predicted to spend more than $800 million on digital ads this year, up 80% from last year’s $460 million, according to an April study  by data tracker eMarketer. Of that amount, $130 million will go toward ads targeted for mobile devices, a whopping increase of 200% from $4 million last year, it said.

    In fact, spending on digital and mobile advertising in Southeast Asia’s largest economy is set to grow faster than any of the 22 other countries surveyed, including Argentina, France and Brazil.

    Growth will continue steadily through at least 2019, when the total ad market in Indonesia —including ads appearing on traditional media —is predicted to skyrocket to $19.58 billion, with spending on digital and mobile ads expected to contribute around $7.6 billion.

    Industry analysts say digital campaigns will be more effective if targeted for mobile than for desktop platforms, since people here increasingly get online through their mobile phones.

    Already telecommunication companies have been quick to take advantage of the potential.

    Network provider PT Indosat Tbk recently launched a marketplace called Indonesia Mobile Exchange, a marketplace for mobile ads that links brands with website operators to create more targeted mobile ads by drawing on data such as real-time locations of the network’s subscribers. PT Telekomunikasi Seluler (Telkomsel) and PT XL Axiata Tbk. also help advertisers better target their mobile ads to subscribers by providing them with subscribers’ demographic information, including age, gender and handset type.

    Social media promotions are also effective in Indonesia, a huge market for both Facebook and Twitter.

    To aid in that effort, Facebook Inc. has launched a program called Creative Accelerator to help improve the way brands in countries like India, Indonesia, and South Africa advertise on the site.

    Video ads are also expected to drive spending across digital mediums, analysts say.

    According to a recent survey by TubeMogul, last year purchases of video ads in Indonesia grew by more than 600%, the fastest in Southeast Asia. The report covers Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

    “While TV advertising represents the largest single portion of today’s advertising spending, consumers are increasingly watching video content on digital devices,” Ms. Salop said.

    Internet connections still remain incredibly slow in much of Indonesia, however, meaning bandwidth-hungry ads, such as videos, often take forever to load, she added.

    Analysts also said some advertisers in Indonesia are wary about their pre-roll ads driving people away rather than wait for them to finish before their content plays. And in some cases digital ads have  missed the market and been subject to criticism for delivering messages perceived as insensitive or insulting.

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