InnovationOne Inc., the digital solutions arm of United Neon Media Group, has partnered with Hong Kong-based streaming platform VIU to help brands connect with audiences by embedding products and campaigns in shows available on the platform.
“When you think about series, the typical consumer of that kind of content – the series – takes an emotional investment, right?” Rafael Leosa, managing director of InnovationOne Inc., told BusinessWorld on the sidelines of the event.
“So, you're able to leverage the power of the audience's emotional investment in VIU's content. InnovationOne's role is to make it accessible to more brands so they can do that, they have different options.”
Mr Leyosa said the partnership is important as it allows brands to reach their consumers amid changing viewing preferences.
He cited a Statista report showing that over-the-top (OTT) platforms like Viu see 6% year-on-year growth in 2025.
By 2028, OTT revenue is projected to grow to US$528 million, from US$405 million in 2025.
Meanwhile, according to the Philippine Statistics Authority (PSA), the exposure rate, or the percentage of people accessing television, fell from 96.04% in 2019 to 82.34% in 2024, while video streaming platforms recorded a 63.49% exposure rate, making them the third most accessed form of mass media.
Under the partnership, Mr Leosa said companies and brands can post ads on the platform in a variety of formats, including banner ads, video ads, full-screen ads and even extending to product placement and co-branded content.
“We're weaving the brand into the story or letting the brand create the story for the consumer so that they get that emotional investment…that's what creates brand love,” he said.
The partnership offers a package deal that brands can take advantage of, promising up to 400,000 ad impressions through Viu display ads, including mobile interstitials and MREC banner ads.
A brand's campaign can also be integrated into offline channels, such as billboard and display ads, according to Mr. Leyosa through parent company United Neon Media Group.
“So that's where you have more omnichannel integration applications, so that brands can now become part of the everyday moments that are relevant to our consumers' lives,” Mr. Leyosa said. , Age Adrian A Eva
