Brand building with YouTube in Southeast Asia

With foundational change happening in the Southeast Asia media landscape, there are many exciting, interesting - and currently under-leveraged - opportunities in online video for SEA marketers to take greater advantage of when planning their media strategies.

With the continuing proliferation of media, the decisions that a marketer needs to make are becoming ever more difficult. Marketers now require even better sources of credible information when it comes to how to reach and engage with a changing audience.

With increasing online video consumption, YouTube in particular shows great brand-building potential through its ability to maximise reach, build increased brand impact, compound campaign synergies and unlock greater efficiencies in ROI.

In this paper Kantar Millward Brown analyses its robust Southeast Asia campaign database to highlight the greater role that YouTube can play as a synergistic complement to existing planning, and as a more powerful ally to support marketers as they connect with consumers and build strong brands.

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