Mediacorp launches ‘world’s first’ cross media audience planning solution

Mediacorp logoSingapore media company Mediacorp has launched it is billing as the world’s first cross media audience planning solution, bringing together five different currencies to help advertisers buy across channels.

The announcement:

Singapore, 29 August 2016Mediacorp, the media company with the most complete range of media platforms in Singapore, has teamed up with Nielsen and Pointlogic to enhance Customer360, its cross-platform targeting solution enabling advertisers to reach their consumers more effectively.

In a rapidly evolving multi-channel media environment, understanding how and where to reach consumers across media platforms and devices has never been more vital. By integrating disparate audience currencies across TV, Print, Radio, Out-of-Home and Digital on a single planning platform, the extended Customer360 now delivers deeper cross-media insights, including unduplicated audience reach, frequencies and overlaps for the first time in Singapore. With access to a richer, unified view of audiences on Mediacorp Audience Network, agencies and advertisers will be able to plan, allocate and optimise their integrated campaign budgets more efficiently.

Customer360 incorporates the best-in-class respondent-level data of media currency sources and Mediacorp’s proprietary studies on audience segments such as families and the affluent.

“The augmented Customer360 not only allows us to measure increasingly fragmented audience behaviours holistically, it advances our performance optimisation agenda in meaningful ways,” said Roger Moy, Head, Consumer Insights and Analytics, Mediacorp.

As part of the Customer360 product roadmap, Mediacorp will be rolling out 360, a custom campaign tracking programme tailored for its top advertisers through its insights consultancy arm, MRC. Under 360, computer-assisted telephone interviews will be conducted monthly on a range of client-specific metrics for cross channel attribution, mix modelling and benchmarking applications.

Jack Lim, Chief Commercial Officer, Mediacorp said, “Customer360 will combine the extensive reach of Mediacorp with sharper audience targeting capabilities. The ability for brands to tell their transmedia brand stories to the right audiences across the right multi-channel mix is compelling for CMOs looking to maximise impact and campaign performance.”

“As the first media owner in the world to adopt a unified cross-media planning solution across its TV, print, radio, outdoor and digital media assets, Mediacorp has taken a huge step forward in delivering invaluable insights to its clients, marking a progressive change in the Singapore media industry,” said Elizabeth Ausman, Nielsen’s Senior Vice-President of Product Leadership.

“Customer360 is a crucial product in the search for greater engagement with consumers. It provides Mediacorp with a single integrated system that brings together data that were previously siloed, and delivers the necessary insights to drive cross-media campaign performance,” said Sjoerd Mostert, Pointlogic CEO.

Source: press release


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