FYI

Singapore Media Exchange signs up seven partners across the region

Singapore Media Exchange, a programmatic ad exchange set up by media companies Singapore Press Holdings and Mediacorp has signed on several national and regional partners to establish itself in the South East Asian market.

The seven new partners include a mix of media publishers and marketplace owners: OTT platform Viu in Singapore, Thailand and the Philippines and consumer marketplace Carousell in Singapore. In Malaysia, the new partners are online marketplace Mudah and Blaze Digital, the digital marketing arm of the country’s largest TV broadcaster Astro. In Thailand, the partners are the country’s largest portal Sanook and online marketplace Kaidee. In the Philippines, it is GMA New Media, the digital arm of the country’s largest news and entertainment network.

The announcement:

Singapore Media Exchange (SMX), the advertising exchange set up by media companies Singapore Press Holdings and Mediacorp, has signed up new partners as the coalition solidifies its position as the preferred programmatic platform in Southeast Asia to reach quality audiences at scale.

SMX, which started operations in May 2018, has welcomed on board seven new market-leading media publishers and marketplace owners.These are Viu in Singapore, Thailand and the Philippines; Carousell in Singapore; Mudah and Blaze Digital by Astro in Malaysia; Sanook and Kaidee in Thailand and GMA New Media in the Philippines (see Appendix for full list and description of partners).

This expansion will offer advertisers a one-stop selection of programmatic brand-safe options to reach top-quality audiences across Southeast Asia, including exclusive access to premium formats. SMX will also have more opportunities to combine its own first-party data with those of its partners, creating richer audience data for more precise and effective targeting.

To help promote programmatic adoption for SMX partner publishers across Southeast Asia, SMX has appointed Rahul Raj, a former Programmatic Director in the Dentsu Aegis Network, as its Programmatic Market Development Director. A veteran digital marketing professional with over 12 years’ experience leading digital media planning and execution, Mr Raj will also help SMX work with brands and agencies across Singapore to meet their programmatic demand and drive further adoption for premium programmatic as an above-the-line channel.

Mr Hari Shankar, chief executive officer of SMX, said: “SMX was launched in early 2018 with the vision to provide premium, brand safe programmatic advertising at scale to brands. As we approach our first full year of operations, it gives me a lot of cheer in welcoming our new premium partners in Southeast Asia.  These regional partnerships I believe will propel SMX towards a strong regional offering that reinforces our ability to provide buyers with rich audiences, precision targeting and innovative ad formats while making the supply accessible with more buying options and across bidders.”

“The founding shareholders are encouraged by the commercial momentum achieved by SMX in under a year of operations. Our recent coalition partners across Southeast Asia will bring new growth impetus as SMX scales up rapidly to meet advertisers’ increasing demand for premium programmatic inventory,” added Mr Roger Moy, Chair of SMX.

Ms Supatcha Mahathalaeng, Head of Yield Management and Ad Operations at Sanook, said: “With Sanook’s premium content &inventory, along with SMX’s industry-leading technology and platform, this is where quality advertising starts.”

Mr Chai Jia Jih, Senior Vice President, Business at Carousell, said: “As Singapore’s largest marketplace for buying and selling, we are excited to partner Singapore Media Exchange to offer our inventory. We have one of the largest and most engaged user bases in Singapore, and we look forward to working with SMX to deliver a premium programmatic ads marketplace for advertisers.”

Mr Tiwa York, Head Coach and CEO of Kaidee, said: “Kaidee partners with SMX to bring great quality advertising by leveraging SMX’s first class technology platform and Kaidee’s intent audience inventory.”

Ms Helen Sou, Senior Vice President of Digital Media, PCCW Media Group, said: “Viu has grown from 16 million users in 2017 to 30 million users in 2018, with high levels of engagement. This partnership with SMX not only complements our common goal to attain greater engagement and impact with the digital audience in Asia, but also provides advertisers with a brand-safe, quality environment with our premium Asian content inventory that enables brands to reach highly-engaged audiences for more precise and effective targeting in today’s digital marketplace.”

Mr Judd Gallares, Chief Operating Officer and President of GMA New Media Incorporated, said: “We are thrilled to work with SMX and see this as an opportunity to leverage the strength of media giants like Singapore Press Holdings and Mediacorp through SMX. The collaboration dovetails neatly with our goal of expanding the audience reach of GMA worldwide and thus build preference for the brand across various cultures and territories in ways that were not previously possible. It is a significant enabler not just for premium content providers like GMA but for advertisers as well since the synergies it creates will be instrumental to achieving our goals in terms of revenue targets, market penetration, and cost efficiency, among others.“

Mr Andy Yap, Vice President, Digital ADEX at Astro,said: “Blaze Digital represents some of the most premium and trusted media in Malaysia, including Astro and NuIdeaktiv’s digital platforms, and a partner network of over 45 local publishers. We are delighted to be part of the SMX regional premium marketplace where they can leverage on our brand-safe and curated audience segments for maximum relevance and reach of over 48 million digital users. We look forward to closer collaboration with SMX as we expand our footprint across Asia.”

SMX now reaches over 4 out of 5 internet users in Singapore via some of the country’s most trusted sites with the widest reach. These sites provide advertisers with access to brand-safe, premium display, video and native inventory.

 

Source: SMX press release

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