Mediacorp to Offer Brand Uplift Studies on Clients’ Campaigns to Boost Digital Advertising Effectiveness
Singapore, 30 September 2021 – In its latest effort to deliver more comprehensive and value-added advertising solutions, Mediacorp will for the first time offer its clients brand uplift studies powered by Brand Metrics, one of the world’s leading providers of brand uplift analytics. With this initiative, advertisers with Mediacorp can look forward to gaining deeper insights into their digital marketing campaigns and the impact these have on their brand.
As the advertising market starts to bounce back from the challenges brought about by the pandemic, marketers are increasing their focus on brand building for the long haul and relying less on short term metrics. Studies by Brand Metrics have shown that digital advertising on premium platforms continues to be effective in helping businesses achieve overall brand uplift.
Advertisers can measure the impact of a digital campaign, covering key metrics such as awareness, consideration, preference and action intent. A single-question survey measures consumers’ attitudes towards a brand, from which crucial qualitative insights into the success of a client’s campaign can be derived. The technology can be used regardless of campaign size and cost, and allows results to be compared against those of other campaigns in the competitive Singapore environment and in other parts of the world.
“As advertisers increase their digital ad spend, they look beyond impressions and clicks to the more important values of brand lift and action intent to measure the real impact of a campaign on their brand. We are pleased to partner Brand Metrics in offering this simple, cost-effective and comparable solution for our clients to measure brand uplift across the consumer purchase path. This, in turn, enables them to adjust their messaging, investment or strategy accordingly for the best possible ways to grow their brands,” said Jennifer Chase, Vice President, Digital Sales, Solutions and Operations, Mediacorp.
Brand Metrics’ independent measurement solution was created in Sweden and has already been adopted by many of the world’s leading publishers globally, including The Guardian, The Sun, The Washington Post, Bloomberg and The Telegraph. Please refer to Annex A for quotes by Brand Metrics and Mindshare, a global media agency that has advertised with Mediacorp.
Mediacorp reaches 27.3 million monthly unique visitors with over 309 million monthly page views across its digital properties including CNA, CNA Lifestyle, CNA Luxury, TODAY, meWATCH, 8World, meLISTEN and other related sites. This latest initiative builds on the media network’s preceding efforts to offer the most comprehensive set of transmedia solutions available to marketers in Singapore, such as: the introduction of the blended CPV (cost-per-view) model in 2018; the restructuring of its advertising rates in 2019; and in February this year, the launch of advertising platform Mediacorp AdDirect.
To find out more about advertising with Mediacorp, visit www.mediacorp.sg/en/advertising.
Mediacorp Pte Ltd
Mediacorp is Singapore’s national media network and largest content creator. Its purpose is to create engaging and trusted content, as well as to connect communities and inspire people. Mediacorp engages over three million people in Singapore daily across four languages on its digital platforms including meWATCH, meLISTEN and CNA.asia, six TV channels and 11 radio stations. Beyond Singapore, Mediacorp also has a growing international audience through CNA and content distributed across markets.
With a focus on nurturing talent and growing the sector, the company is committed to investing in nation-wide initiatives like Star Search, Anugerah, Yaar Antha Star and SPOP, commissioning a wide variety of work from local content creators, and collaborating with institutes of higher learning. As Singapore’s first local Multi-Channel Network in partnership with YouTube, Mediacorp is also committed to developing a network of digital content creators.
For advertisers, Mediacorp has partnered industry-leading brands like ESPN, Mothership, Popcorn, theAsianparent, VICE, YouTube and 99.co to form the Mediacorp Digital Network in offering more effective content-driven solutions.
Mediacorp is the recipient of industry accolades including New York Festivals, World Media Festivals, PromaxBDA (World and Asia) and Asian Academy Creative Awards.
For more information, please visit mediacorp.sg.
About Brand Metrics
Brand Metrics provides a simple, inexpensive software solution run on publisher sites, designed to consistently and continuously measure campaign brand lift effect to fuel richer conversations and support brand investment in digital advertising. Brand Metrics’ platform can measure all four key effectiveness metrics: brand awareness, consideration, preference and action intent for nearly any digital ad campaign, no matter its size, and compares these scores against Brand Metrics’ global benchmarks. Based in Sweden, Brand Metrics has offices in New York, London, Paris, Frankfurt, Amsterdam, Milan and Sydney.
Annex A – quotes for reporting
Quote from Brand Metrics
“Time and again, studies have shown the benefits of advertising on premium platforms. Now premium publishers can prove this, on campaigns of all sizes, and they can support advertisers in their efforts to ensure brand lift over time. With Singapore’s largest content creator leveraging our SaaS-based software and delivering automated and continuous reporting of brand metrics across all digital channels, it's clear that we’re on a path towards an increasingly sophisticated media industry in which the true value creators are rightly rewarded.” – Mikael Larsson, COO and Co-founder, Brand Metrics
Quote from Mindshare
“As marketers, often we need to dig deeper than just standard media metrics to understand our campaign performance and customers. Mediacorp's brand measurement studies provide us with a platform to do exactly that. We plan to work for future campaigns and use their insights to achieve our client's business KPIs.” – Neelima Agsibagil, Managing Partner, Mindshare Singapore.