AnyMind makes influencer and DOOH moves

AnyMind Group, which operates the AdAsia advertising platform and the CastingAsia influencer platform, this morning announced the acquisition of an MCN (multi-channel network) in Thailand, the launch of a creators network, additional funding and a planned joint venture in the digital out-of-home (DOOH) arena.

Specifically, the company announced:

• The completion of a majority acquisition of Thailand-based MCN Moindy. 
• The launch of the CastingAsia Creators Network in Thailand, Indonesia, Vietnam, the Philippines and Malaysia, along with plans for subsequent expansion this year to Singapore, Hong Kong, Taiwan and Japan. 
• The closure of a Series B Plus investment round, which garnered US$8 million from VGI Global Media and Tokyo Century. This brings the company's Series B total to $21.4 million and its total funding to $35.9 million.
• The intent to create a DOOH-focused joint venture in partnership with VGI Global Media.  

Moindy, in operation since 2004, will become part of AnyMind's CastingAsia portfolio. The MCN has over 500 YouTube and Line TV channels with claimed reach of more than 30 million subscribers and 600 million monthly views.

The acquisition, consummated in January with a stock purchase worth 26.6 million bhat (about US$840,000), complements the CastingAsia platform by providing expertise in building influencer networks and talent management, said Kosuke Sogo, CEO and co-founder of AnyMind Group.

Kosuke Sogo

Moindy will continue to operate under its own name in Thailand, and AnyMind will look to scale its expertise through the new CastingAsia Creators Network, which will offer influencers and content creators help with channel monitoring and optimisation, production and studio resources, content consultation, and access to a series of workshops called the CastingAsia Creators Academy. Teams in Thailand, Indonesia, Vietnam, the Philippines and Malaysia are already in place, and the company is building teams in Singapore, Hong Kong, Taiwan and Japan, according to a spokesperson. 

“Ultimately, we want to provide the influencer marketing ecosystem in Asia with extensive technological tools for marketers, and provide a base for influencers to grow further—educating and solidifying the industry for safe, transparent and effective influencer marketing,” Sogo said.

CastingAsia will have a total of more than 35,500 micro and macro influencers in 17 markets, with a combined reach of 180 million followers across Facebook, Instagram, YouTube, LINE and Twitter, the company said. 

In the OOH space, the planned joint venture will focus on integrating AnyMind's ad serving tech with VGI's inventory in Thailand, and potentially its other markets, the company said.

“Our objective here is to build a DOOH advertising marketplace across Asia, with a greater aim to bring a future where advertising across all mediums is connected—ultimately providing the most relevant and personalized advertising to everyone, on any platform,” Sogo said. 

With a claimed daily media reach of 40 million people, VGI's digital advertising spaces include digital signage on train platforms, transportation, buildings, streets and digital billboards. VGI is owned by the BTS Group, which operates rail services in Thailand including the Bangkok metro system. As such, AnyMind will also gain access to data from the Rabbit system, a widely used transit card and e-wallet.

This move follows a DOOH pilot project in December between AdAsia Holdings and East Japan Railway Company. 

“We’re excited for the future opportunities to partner up with AnyMind Group and its advertising technology, potentially allowing us to offer a fully integrated solution through the sales and marketing funnel,” said Nelson Leung, CEO of VGI. 

AnyMind said that its new infusion of capital will also be used for potential strategic acquisitions in the advertising, influencer marketing and human resources spaces, as well as acceleration of talent and product growth.