Media
Media Planning and Buying Across Southeast Asian Platforms
Media planning in Southeast Asia is a per-market exercise. Platform share, cost levels and consumption habits differ enough between Malaysia, Indonesia, Vietnam and the Philippines that a single regional plan usually underperforms in most of them.
The problem we usually find
- One regional media plan is applied to markets with very different platform mixes.
- Buying is optimised for reach and CPM instead of downstream outcomes.
- Commerce media is planned separately from brand and performance media.
- Flighting ignores local sale calendars and cultural moments.
How we approach it
- Build market-level plans reflecting actual platform usage and cost.
- Buy against outcome benchmarks, using reach metrics as inputs not goals.
- Integrate marketplace and commerce media into the same plan.
- Flight budgets around payday cycles, mega-sale dates and local seasons.
What's included
- Audience and channel research by market
- Media planning, forecasting and budget allocation
- Buying across social, search, video and commerce media
- Rate and package negotiation
- Trafficking, tagging and quality controls
- Brand safety and viewability standards
- Post-campaign analysis and reallocation
Process
- 01
Research
Build the market-level audience and platform picture.
- 02
Plan
Allocate budget by market, channel and calendar moment.
- 03
Buy
Execute placements with quality and safety controls.
- 04
Optimise
Shift budget in-flight based on delivered outcomes.
- 05
Learn
Feed results into the next planning cycle.
Benefits
- Plans that respect market differences
- Better negotiated rates and packages
- Commerce and brand media working together
- Fewer wasted impressions in low-intent inventory
KPIs we manage against
- Effective cost per reach point by market
- Cost per qualified visit and per order
- Share of voice during key sale periods
- Viewability and brand safety compliance
Who it's for
- Multi-market brands consolidating regional media
- Brands entering a second or third Southeast Asian market
- Commerce teams coordinating marketplace and social media spend
Can one media plan cover all of Southeast Asia?
A shared strategy can, but budget allocation and platform mix should be set per market. Consumption habits and cost levels vary widely across the region.
Explore other services
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Influencer & KOL Marketing
Strategic influencer and KOL campaigns across relevant categories and platforms.
Talk to us about media buying
Share your objective, market and current setup, and we'll come back with an honest view of what would move the number you care about.