Mediacorp Launches Digital Audience Targeting Solution
Customer360 enables advertisers to target over 100 audience segments across devices.
Singapore – Mediacorp, the media company with the most complete range of media platforms in Singapore, has launched Customer360, an audience targeting solution enabling advertisers to reach quality online audiences on Mediacorp’s digital network more effectively.
With Customer360, advertisers can access over 100 curated audience segments such as travel, food, health, sports, automotive and finance. These segments are built from harnessing rich demographic, interest and behavioural insights across online and offline Mediacorp platforms, including over-the-top service Toggle and MeClub, the award-winning loyalty programme of over 600,000 members. Customer360 will also integrate audience data from Kapanlagi Network, one of Indonesia’s fastest growing digital networks and a recent Mediacorp investment.
“Customer360 gives advertisers access to useful views of their target consumers, profiled by socio-demographics, lifestyle interests, media habits and other behaviours,” said Jack Lim, Chief Commercial Officer, Mediacorp. “This enables our advertisers to pinpoint the right consumers on our platforms with greater precision and relevancy.”
The solution taps on Mediacorp’s growing digital engagement across multiple devices. Flagship Channel NewsAsia has nearly one million followers on its Facebook page, the largest among local news providers on social media. Toggle, Mediacorp’s over-the-top service, has seen viewership quadruple over the past year.
“This is the beginning of a larger roadmap to strengthen our advertisers’ ability to execute higher-resolution, integrated campaigns across Mediacorp's breadth of touchpoints – from pre-planning to post-buy measurement,” said Roger Moy, Head, Consumer Insights and Analytics, Mediacorp.
Commenting on Mediacorp’s initiative, Jon Thurlow, Chief Operating Officer, GroupM Asia Pacific said, “Being able to segment customers and know their preferences is fundamental to our marketing strategies. In a data-driven age, we need to incorporate predictive analysis into our marketing process and act on those insights to reach our customers in new and effective ways.”