PHAR, AirAsia Collaborates To Launch Digital Performance Platform

KUALA LUMPUR, July 20 (Bernama) -- International media and marketing agency, PHAR, Wednesday launched Southeast Asia's largest publisher trading desk in collaboration with AirAsia Bhd. In a statement, the company said the digital performance platform, called PHAR Focus, was developed to serve the objectives of traveller related digital campaigns. PHAR Head of Digital, Marcus Treacy, said unlocking the value of the data through managed campaigns by their expert traders would transform campaign performance and reduce wastage. "It enables advertisers to reach travellers across ASEAN with relevant and timely messaging, thus providing better results for advertisers with more engaging and useful content for the consumers. "The audience data captured runs into the billions of data events every month and relates to travel behaviour, purchase intent, demographic and lifestyle indicators," it said. Meanwhile, AirAsia Group Chief Commercial Officer, Siegtraund Teh, said the low-cost carrier is excited to bring more relevant, personalised and interesting messaging to its guests. "The collaboration with PHAR will enable us to capitalise on the information we have to better understand our guests and enhance engagement," she said. -- BERNAMA