MPD: GRAB TIE-UP WAY TO BOOST AD REVENUE
Deal to install in-car media platform in more than 1,000 vehicles
MEDIA Prima Digital (MPD), the digital arm of Media Prima Bhd, expects advertising revenue to increase following a collaboration with Grab, Southeast Asia’s premier ride-hailing firm.
Both companies signed a memorandum of understanding yesterday to place the Grab in-car media platform in more than 1,000 Grab cars in Malaysia by year-end. Currently, 250 Grab cars in the Klang Valley are equipped with the platform.
The collaboration will see MPD delivering short-form content for in-transit viewing. Grab passengers can enjoy content across four segments, namely entertainment, lifestyle, sports and news.
“MPD is already attracting some 11 million viewers a month through our content and we believe that we will be able to increase viewership with this collaboration with Grab,” said MPD chief executive officer Rafiq Razali.
“The Grab in-car media platform is another way for us to reach a wider audience and strengthen our aim to become the first digitally-led company in Malaysia.”
MPD recorded more than 100 per cent jump in its first-quarter profit this year to RM3.4 million from RM190,000 in the corresponding period last year.
Rafiq declined to reveal the investment value for the collaboration but said it is minimal for now. He said MPD may create content specifically for the platform but it will be very much dependent on the performance of the platform.
“Obviously, this collaboration is for the long term, but how we move forward will be dependent on the first six months. Grab has the data gathering capabilities that we can utilise on, and hopefully through this, we can increase the number of our advertisers,” added Rafiq.