Since establishing its publisher relationship with Criteo, the performance marketing technology company, in 2016, Creative Media Works, operating as BBM, has expanded its access to premium brands and high-value advertisers, resulting in significant increases in in-app engagement for brands through BBM Messenger.
BBM has more than 60 million monthly active users in Indonesia. Since it was created in August 2005, BBM has evolved from a pure messaging application for text and video communications to online social ecosystem unifying chat, social, commerce and services like bill payments, top-ups, vouchers / coupons, games, comics, news, video, shopping, travel, sport, career and polls.
BBM Messenger’s strength lies in its ability to convert app traffic into consumer engagement, thereby enabling eCommerce players with ads within BBM to increase online sales and engagement. BBM leveraged Criteo to accomplish the following:
• Efficiently pinpoint or target specific users within BBM Messenger’s user base, by leveraging The Criteo Engine’s ability to understand each consumer’s online browsing and purchasing behaviour.
• Optimise BBM Messenger’s ad inventory by allowing premium, high-value advertisers to engage more effectively with BBM Messenger users through personalised and brand-appropriate ads delivered in real-time.
“Indonesians spend an average of 5.5 hours a day on apps and the mobile web, with BBM Messenger being one of the top mobile apps when it comes to usage frequency and duration. For brands looking to grow online sales in Indonesia, in-app advertising on BBM Messenger is a massive consumer engagement opportunity. Criteo’s machine learning algorithms intelligently match publishers’ ad inventories with brands’ dynamic ads to achieve the best consumer engagement results. We look forward to continuing to help platforms like BBM Messenger maximise revenue, while helping brands maximise digital ad spending,” said Dushyant Sapre, Regional Director, Global Supply and Business Development, Asia-Pacific, Criteo.
“BBM Messenger works with the best-in-breed partners globally, as part of a continuous effort to provide an enriched user experience, while delivering optimal results to brands and advertisers. The partnership with Criteo gives us access to a robust network of premium and high-value advertisers, while increasing our user engagement and click-through rates. In addition, this collaboration allows both teams to collectively explore various ad formats and methods that work best for brands looking to engage mobile consumers in Indonesia,” said Matthew Talbot, CEO of Creative Media Works, the company that operates and runs BBM globally.