From left: Ng Chor Ming Nicholas (COO), Law Ming Bin (CTO), Kwan Chin Hoong (CSO) and Benedict Wong Peng Sim (CEO)

Ace Media Network (AMN), the manager of home-grown influencer platform KOMACI, is eyeing a growth of at least 50% year on year for the next three years following its acquisition by Singapore-based digital media company Mediaload.

Mediaload, which has a presence in Thailand, Indonesia, the Philippines, Vietnam, Myanmar, Cambodia and India, sees a huge growth opportunity in Southeast Asia’s digital economy. Its CEO Vichet In said the company aims to capitalise on AMN’s expertise while leveraging a dynamic market like Malaysia to enhance its position in the region.

“With AMN’s impressive data-driven platform technologies and KOMACI, its influencer platform, which has the potential to be one of the biggest influencer platforms in the world, Mediaload has found the right fit,” he said, adding that the acquisition is also expected to provide Mediaload with a competitive edge in offering integrated solutions across the region with AMN as an innovator.

AMN is a digital media technology company that provides end-to-end media technology solutions for brands and agencies to reach out to audiences in the ever-changing social media landscape. It counts Tourism Malaysia, Domino’s, AirAsia and Carlsberg among its clients.

According to its CEO Ben Wong, KOMACI’s network has more than 9,000 influencers to help its clients speak to the domestic audience, and now Mediaload, with its vast network and resources, will be able to reach the region through the synergistic partnership with AMN.

“AMN will be able to replicate our Malaysian success in neighbouring nations as our offerings can be tailor-made to the needs that are unique to each country. For example, KOMACI will now have access to regional influencers for local and international brands using our platform as the main conduit,” Wong said.

KOMACI aside, AMN is also focusing on developing software-as-a-service (SaaS) offerings for partners and clients who are interested in leveraging influencer marketing campaign management, analytics and social commerce. With its collective assets, resources and technology, it is able to analyse and diagnose what is needed for a client brand and then provide the appropriate strategies and solutions, ranging from data-driven content and articles to influencer-led campaigns.

Wong cited its pilot project for AirAsia’s Buy Now, Fly Now campaign as an example of AMN’s ability to deliver. “Within three days of receiving the client brief to deliver a solution featuring 30 influencers, we implemented a fast-turnaround campaign that generated over 1.7 million exposures with an above-average engagement rate of 3% to 5%, depending on the tiering of influencers,” he said.

AMN is also the owner and operator of two portals, 88Razzi.com and Rileklah.com. Additionally, it has partnered 50 other media publishers, including Oh Hangat and Bawang Rangers, collectively reaching more than 20 million followers. Its digital content, assets and commerce platforms form AMN’s core, and that’s what keeps Wong positive on the company’s prospects despite the gloomy global economic outlook.

“As consumer behaviour changes due to the pandemic, more companies are being pushed to invest in and to digitalise their business. Therefore, we are uniquely positioned to provide a seamless connection on digital media platforms for all types of commerce transactions. We will be focusing on helping such businesses and brands on their consumer journey to realise their potential through AMN’s result-oriented marketing experience,” said Wong.

Post-acquisition, he said, Mediaload’s track record, innovation and interest in developing and nurturing digital media technology will be a greater impetus for AMN to create more dynamic and fluid solutions for its clients in Malaysia and the rest of the region.

Southeast Asia’s digital economy is expected to reach US$100 billion by 2025, according to the e-Conomy Southeast Asia 2019 report. The report highlighted that the region has the “most engaged mobile internet users in the world”. There are 360 million internet users in Southeast Asia, 90% of whom connect to the internet primarily through their mobile phones.