Audience behaviour is the compass. Not the platform. The right question isn't "which channel?”, it is where does this audience already spend their attention? As Ricky Afrianto, Global Marketing Director of Mayora Group, put it, “Find media that fits the solution, not solutions that fit the media." We saw that play out firsthand too, kids in remote villages lighting up at the mention of Upin & Ipin, and a hit drama pulling audiences back episode after episode through built-in integration. Media works when it follows behaviour, not channels. Understand where your audience already is, then the medium chooses itself. That's the thinking behind everything we build at LINK Group. #BuildToBuild #LINKGroupInternational #AudienceBehaviour #MediaStrategy #LINKtoTheWorld
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