On 2 January, it was announced that REV Asia Holdings Sdn Bhd has acquired 25% stake in Monster Scape Sdn Bhd, the owner and publisher of Chinese social news portal TanTanNews
As part of the acquisition, the wholly-owned subsidiary of Media Prima Digital Sdn Bhd will also be representing TanTanNews as the Exclusive Advertising Reselling partner.
Launched in 2013, TanTanNews focuses on the latest news and trending stories on entertainment, travel, fashion, and lifestyle.
According to Google Analytics, the Chinese language social news media and content portal recorded a total of 2.8 million page views and one million users in November 2018.
According to TanTanNews founder Sean Teoh, joining the media group will not only help their advertisers reach out to its audience, but also allow the portal to leverage on Media Prima Digital's platforms to build more creative content
"This partnership will also allow us to focus on our technology for building more innovative products to serve all users across Media Prima Digital and TanTanNews," he said.
REV Asia Managing Director Voon Tze Khay said that the acquisition of TanTanNews will further strengthen its dominant position in the millennial Chinese-speaking online community
"As the pioneer and leader in providing sponsored content solutions to advertisers in Malaysia, the addition of TanTanNews will allow REV Asia to scale at a rapid pace in helping potential advertisers reach out to the younger Chinese market inclined to reading news content," he said.
"In addition to sponsored content, REV Asia will also extend its small and medium enterprise content offerings to TanTanNews," he added.
Media Prima Digital CEO Rafiq Razali said that he is confident the deal will solidify Media Prima Group's position as the largest local digital media company in Malaysia.
"Given the popularity of TanTanNews among Chinese millennials and REV Asia's expertise in providing sponsored content solutions, we see this as a sustainable solution to generate greater revenue," he added.
Media Prima Digital has recently introduced Digital Ads Re-targeting via Sponsored Content, which will be extended to its Chinese language network
"Moving forward, we will continue to look out for strategic acquisitions and partnerships that will drive growth for the Group in the digital segment, as well as complement our core businesses," Rafiq added.