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Wednesday, June 19, 2024

Online Video AdTech Start-up Pancast Launches in SE Asia

Pancast, a premium online video marketplace, has launched in Southeast Asia (SEA), opening an office in Indonesia and appointing Miranti Herwinda as Country Manager. Pancast plans to aggressively expand across the region, tapping into Asia’s growing online video advertising market, which is expected to reach USD33.3 billion by 2025, representing 20% of the Asia Pacific digital ad pie and 40% in emerging markets like Indonesia.

The company is working with leading Indonesian publishers to deliver a premium online video marketplace. These include Indonesia’s largest publishing conglomerate – Kapanlagi Youniverse (KLY) – and biggest streaming platforms – Vidio, with over 40 million monthly active users (MAU), WeTV with 27 million MAU, and True ID – as well as top sports platforms – ESPN, One Football and Football Co. Pancast delivers over 80+ million monthly active users and around two billion annual ad impressions, equating to 76% video market penetration in Southeast Asia. The company plans to enter the Philippines and Thailand in the longer-term.

Alex Prior, CEO and Co-founder, Pancast.

Alex Prior, Pancast CEO said, “TV audiences are shifting online. According to SpotX, more than 400 million people now use OTT across Asia Pacific, with 69% streaming video at least once a week. Singapore (91%) and Indonesia (76%) were among the top markets for OTT viewing. There is also general acceptance for ad-supported content in exchange for free content, with 39% more likely to make a purchase after viewing premium content.”

“Premium video inventory delivers highly-engaged audiences at scale, in a safe and transparent context, offering advertisers targetable and quantifiably real viewers across multiple screens. Our partnerships with leading publishers, scale of premium inventory, audiences and ad impressions, and Miranti’s extensive industry experience and familiarity with the region, puts us in a strong position to meet marketer’s growing digital ad appetite.”

The digital video advertising supply chain has become increasingly complex, involving many services and players. There is often a lack of transparency, making it difficult for marketers to get a clear picture if their digital ad spend is driving real business outcomes. According to global industry-wide studies, only half of every ad dollar goes through to the publisher. On top of that, 15%, on average, cannot be accounted for.

Pancast is shifting the way premium online video is traded, providing transparent technology solutions that simplify the complex digital video advertising world. Pancast offers a fully transparent marketplace in terms of quality inventory and revenue model, unlocking the true value of video inventory for publishers and delivering access to scalable, targeted audiences for advertisers.

With Pancast, advertisers also have access to a wide scale of premium videos from high calibre publishers through a single deal. The content is brand-safe, with high-quality, sought-after environments, delivering longer viewing time and, high engagement, viewability and completion rates. The Pancast Marketplace has more viewed hours of content per user than platforms like Netflix, Tik Tok, Facebook and YouTube.

Spearheading Indonesia, Miranti Herwinda brings deep experience in digital media, ad technology, and business development. Her impressive industry expertise spans over 14 years. Her previous roles include Commercial Director Indonesia for Collab Asia, Head of Digital Development and Growth for MRA Media, and Co-founder and Managing Director of Glitzmedia.

Miranti said, “I am excited to join Pancast and take on the challenge of leading the operations in Indonesia. I look forward to introducing the uniqueness of Pancast to publishers and advertisers. I believe this complements the increasing online video viewers in Indonesia. I am delighted to take on this opportunity and play a role in shaping the online video advertising industry.”

The foundations of the Pancast marketplace are privacy first, content and behavioural data strategy. The company’s unique and ever-evolving deep data solution delivers value to publisher partners and advertisers searching for reach and relevancy. Pancast is continuously expanding its capabilities, working with its tech partners, to offer greater audience identification and in-depth data insights.


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