Microsoft expands Skype ad inventory to Southeast Asia

Microsoft Advertising has appointed Catcha Digital to be the exclusive advertising representative of Skype in Malaysia, offering brands access to a platform with global reach and engagement of more than 200 million connected users per month, while also supporting large-format and rich ads.

Skype calls total more than 300 billion minutes annually, with approximately 50 per cent of these minutes in video calls and 40 million concurrent users.

Bruno Fiorentini Junior, general manager for Asia-Pacific at Microsoft Advertising & Online, noted that its aspiration is to reach 1 billion users every day through Skype.

“We understand that the Skype experience is paramount to this success, and as such, our focus remains on using the platform to engage consumers and brands," he said. "Our advertising offerings will continue to support the Skype business while taking advantage of their significant growth and reach in Asia.”

Microsoft Corp completed its US$8.5 billion acquisition of Skype Global last year, representing the official introduction of Skype as a new business division within Microsoft. Microsoft Advertising then expanded Skype advertising inventory to Japan and Taiwan in February.

Catcha Digital has also announced an agreement with GroupM Interaction to allow exclusive use of Skype’s premium rich media ads for Maxis Home, a home internet multiple-play service.

Damon Rielly, COO of Catcha Media, said, “With Skype, Catcha Digital lets advertisers reach out to a unique audience in a personal and captive connected environment where they are more likely to share what they see, hear and experience.”

Joni Leimala, head of interaction of GroupM Malaysia added, “We are delighted to be Catcha Digital’s launch partner on Skype and are looking forward to work closely together to introduce new, interactive rich media advertising opportunities to our clients.”