Channel NewsAsia and Toggle Users Encouraged Toward Personal Accounts
Mediacorp is inviting users of Channel NewsAsia and Toggle to create an online account giving them access to Mediacorp’s online and mobile services through a single sign-on using an email, Facebook or Google account. This is part of the company’s efforts at making its content, products and services more personalised and tailored to its audiences.
Parminder Singh, Chief Commercial and Digital Officer, Mediacorp said, “By learning what you consume and what more you want, we can take you to stories you are interested in and programmes you love. We help you discover more content that you relate to. This is key to our digital transformation and continual efforts to engage a new generation.”
Over 13 million users around the world visit Mediacorp’s digital properties every month. By signing in, users can enjoy a more seamless experience with personalised notices, alerts, relevant suggestions and a higher level of customer service. For example:
- At Channelnewsasia.com, visitors can follow the latest news updates on trending topics or news stories of their interests easily, in essence, creating their own dynamic ‘My News Feed’. Over 60,000 readers have signed in to ‘My News Feed’ to enjoy its features since it launched two months ago.
- For Toggle users, the ability to personalise video viewing experience is now possible with ‘My Watchlist’. The feature helps users access their favourite shows quickly and notifies them about new episode releases. Under ‘Top Picks’, members are recommended content based on their usage and preferences.
Anil Nihalani, Head, Connected Media, Mediacorp said, “We take our users’ experience very seriously and are constantly finding ways to improve it. Through personalisation, we’ve seen a growing number of users watching Toggle content from our recommendation engine.”
While personalisation enables Mediacorp to make more informed decisions about future programming, stories and services, they are also giving advertisers access to useful insights that help them create more targeted and effective marketing solutions.
Mr Singh added, “The benefits of personalisation to the audience translate into benefits for the advertiser. Personalisation increases brand engagement and loyalty among audiences by delivering messages that are tuned to and even anticipate what they want.”
Banjo Castillo, General Manager, Unilever Singapore, said, “Mediacorp is our strategic media partner. In today’s world of media fragmentation, we want to ensure that our interactions are meaningful. When we know the demographic background, interests and behaviour of the customer, we are better able to provide messaging and information that align with their needs. The future is all about data marketing and we are excited about Mediacorp’s SSO initiative. We look forward to more customised and innovative solutions for our brands.”
Consumers are already accessing MeClub, Mediacorp’s multi-award-winning rewards programme, through the single sign-on. Meclub.sg allows members to earn points and redeem exciting shopping, travel, dining and other lifestyle perks. Those who have existing personal accounts with Mediacorp can continue using them to access the full range of Mediacorp services.
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