Mediacorp, SPH to offer joint digital advertising platform
Executives from Mediacorp and SPH posing for a photo after the MOU signing ceremony. The joint venture — known as the Singapore Media Exchange — will use leading technology to enable advertisers to better target the right audience for specific campaigns, for instance. Photo: Nuria Ling/TODAY
SINGAPORE – Mediacorp and Singapore Press Holdings (SPH) are teaming up to launch a new digital advertising marketplace, which will give advertisers more targeted access to a wide reach of consumers.
The joint venture — known as Singapore Media Exchange — will consolidate data resources from both companies to better target audiences using behavioural, demographic and contextual information. This will help advertisers pinpoint the right audiences for specific campaigns and assure brands that their advertisements will be placed next to quality content, said both organisations on Monday (Aug 7).
“Trust is paramount for brands,” said Mr Parminder Singh, chief commercial and digital officer of Mediacorp. “Coming together in this venture lets SPH and Mediacorp 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.”
Ms Tan Su-Lin, head, Sales Strategy & Operations at SPH, added: “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 the user experience and ad tech to eliminate ad fraud as well as increase ad viewability and quality viewable impressions for our readers.”
The alliance, to be fully launched next year, will be managed by an independent team. Other premium publishers may be invited to add to the inventory offered by the founding firms. A board will be appointed, with both companies having equal representation, and the chairperson role alternating between them every two years.
Mr Roger Moy, head of Consumer Insights and Analytics at 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.”
According to digital tracking company ComScore, Mediacorp and SPH are among the top five digital properties with the highest traffic in Singapore, reaching over seven in 10 digital consumers locally every month.
“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,” added Mr Julian Tan, executive vice-president of Digital Division at SPH.
