Mediacorp and SPH to Launch New Programmatic Advertising Alliance
Singapore Press Holdings (SPH) and Mediacorp have announced an alliance to create a new digital advertising marketplace using world-class programmatic solutions and offer brands access to a wide audience of consumers in Singapore.
The two media companies signed a Memorandum of Understanding for the alliance at MES Theatre at Mediacorp. The joint venture, tentatively named Singapore Media Exchange (SMX), will commit at least two billion display and video impressions annually across a selection of SPH and Mediacorp platforms. The inventory for this private marketplace resides across desktop, mobile web and mobile app and includes these leading properties:
According to ComScore, Mediacorp and SPH are among the top five digital properties with the highest traffic in Singapore, reaching over seven in ten digital consumers locally every month. The local scale, credibility and influence of Mediacorp and SPH offers a high-quality, viewable advertising environment. Using a leading data management platform to consolidate data resources from both companies, the alliance provides richer targeting capabilities including behavioural, demographic and contextual to pinpoint the right audiences and meet the needs of specific campaigns. It also allays advertisers’ growing concerns about “black box” programmatic processes – brands can feel safe knowing that their creative is appearing next to quality content.
Roger Moy, Head, Consumer Insights and Analytics, Mediacorp, said, “A key imperative of the digital cooperative is to pool, unify and harness rich first-party audience data across the breadth of news, business, entertainment and lifestyle properties of both organisations. The collective data insights will enable the programmatic alliance to syndicate valuable audience segments with scale as well as unlock new targeting opportunities in a brand-safe environment.”
Julian Tan, Executive Vice President, Digital Division, SPH said, “This partnership brings together the two leading media organisations in Singapore which are committed to innovate and offer true value to advertisers facing unprecedented challenges in this digital age. Now we have a single, easy-to-use programmatic solution with extensive scale and reach that will allow them to drive their desired impact using the latest ad serving technology.”
Tan Su-Lin, Head, Sales Strategy and Operations, SPH said, “Viewability is critical for today’s advertisers as they seek greater accountability in digital media and the opportunity for their advertisements to be seen. As premium publishers, SPH’s and Mediacorp’s digital platforms provide quality content that is produced by professional journalists and supported by full time specialist teams working actively on improving user experience and ad tech to eliminate ad fraud as well as increase ad viewability and quality viewable impressions for our readers.”
“Trust is paramount for brands,” said Parminder Singh, Chief Commercial and Digital Officer, Mediacorp. “Coming together in this venture enables SPH and Mediacorp to scale the benefits of our trusted media environments. The strength of our offerings also lies in creative, engaging advertising formats and bespoke automated solutions that give brands the ability to build effective, coherent stories and campaigns and more meaningful connections with their customers.”
The alliance will be managed by an independent team led by a CEO to be hired. A board will be appointed with the two companies having equal representation and the chairperson role alternating between them every two years.
What it offers has sparked client interest. A client of Mediacorp and SPH, Karen Tan, Senior Director, Public Communications Division, Ministry of Communications and Information, said, “As we rewrite the playbook for government communications, we have been using different ways of storytelling, customised advertising solutions and a range of media platforms to reach diverse segments in society. We certainly welcome the entry of a high-quality, more targeted advertising environment that uses advanced programmatic technology to boost the impact of our efforts. At the same time, I believe audiences will benefit from more accessible, engaging and more relevant content.”
The alliance will be fully launched in 2018. Down the road, other premium publishers may be invited to participate in the marketplace and add to the inventory offered by the two founding partners.
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