Jan 14

Written by: marketing
Friday, January 14, 2011 4:28 PM 

Source: Campaign Asia, January 11 2011

ASIA PACIFIC - Readers Digest Association (RDA) has appointed pan-regional online media sales house Aktiv Digital as sales partner for Allrecipes in Southeast Asia and China, without a pitch.

Allrecipes has been around for 14 years and boasts with 16 international sites, offering recipes, reviews, photos, profiles and editorial and user-generated articles.

Collectively, the sites receive 565 million visits globally per year.

Following the appointment, Aktiv Digital will be responsible for monetising ad units on the Allrecipes.asia and Allrecipes.cn sites. The Asia site was launched a year ago.

Wendy McKay, director for international sales at Allrecipes, said they are pleased to partner with Aktiv Digital and are looking forward to connecting the Allrecipes community with the relevant and trusted brands that they work with.

Unilever is currently one of the key advertisers on the site. The company is expected to target advertisers in the FMCG, credit card, finance and banking sectors.

“Allrecipes offers advertisers highly integrated access to food enthusiasts including the highly sought after group of working women and mothers who are often the key domestic decision-makers,” added Matt Sutton, Aktiv Digital MD.

Aktiv Digital was established in 2007 with the opening of its Singapore headquarters. It has offices in Hong Kong, Malaysia, the Philippines and China.

Currently, Aktiv Digital counts many of the region’s leading advertisers, including Nike, Nokia, HP, Buena Vista, Emirates, MasterCard, HSBC as well as localised brands such as Air Asia, StarHub, Maxis, Astro and DBS, among their clients.