Mediacorp and SPH to launch new programmatic advertising alliance

For immediate release

Media release

Mediacorp and SPH to launch new programmatic advertising alliance

Joint venture will offer brands high-quality advertising environment, effective targeting and brand safety

Singapore, 7 August 2017 – Singapore Press Holdings (SPH) and Mediacorp today announced an alliance to create a new digital advertising marketplace using world-class programmatic solutions and offer brands access to a wide audience of consumers in Singapore.

The two media companies signed a Memorandum of Understanding for the alliance at MES Theatre at Mediacorp. The joint venture, tentatively named Singapore Media Exchange (SMX), will commit at least two billion display and video impressions annually across a selection of SPH and Mediacorp platforms. The inventory for this private marketplace resides across desktop, mobile web and mobile app and includes these leading properties:


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According to ComScore, Mediacorp and SPH are among the top five digital properties with the highest traffic in Singapore, reaching over seven in ten digital consumers locally every month. The local scale, credibility and influence of Mediacorp and SPH offers a high-quality, viewable advertising environment. Using a leading data management platform to consolidate data resources from both companies, the alliance provides richer targeting capabilities including behavioural, demographic and contextual to pinpoint the right audiences and meet the needs of specific campaigns. It also allays advertisers’ growing concerns about “black box” programmatic processes – brands can feel safe knowing that their creative is appearing next to quality content.

Roger Moy, Head, Consumer Insights and Analytics, 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.”

Julian Tan, Executive Vice President, Digital Division, SPH said: “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.”

Tan Su-Lin, Head, Sales Strategy & Operations, SPH said: "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 user experience and ad tech to eliminate ad fraud as well as increase ad viewability and quality viewable impressions for our readers."

“Trust is paramount for brands,” said Parminder Singh, Chief Commercial and Digital Officer, Mediacorp. “Coming together in this venture enables SPH and Mediacorp to 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.”

The alliance will be managed by an independent team led by a CEO to be hired. A board will be appointed with the two companies having equal representation and the chairperson role alternating between them every two years.

What it offers has sparked client interest. A client of Mediacorp and SPH, Karen Tan, Senior Director, Public Communications Division, Ministry of Communications and Information said: “As we rewrite the playbook for government communications, we have been using different ways of storytelling, customised advertising solutions and a range of media platforms to reach diverse segments in society. We certainly welcome the entry of a high-quality, more targeted advertising environment that uses advanced programmatic technology to boost the impact of our efforts. At the same time, I believe audiences will benefit from more accessible, engaging and more relevant content.”

The alliance will be fully launched in 2018. Down the road, other premium publishers may be invited to participate in the marketplace and add to the inventory offered by the two founding partners.


Media contacts

Karen Yew
Head, Brand and Communications
Mediacorp Pte Ltd
Tel: +65 6350 3261

Chin Soo Fang
Head, Corporate Communications & CSR
Singapore Press Holdings Limited
Tel: +65 6319 1216


About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms, ranging from print, digital, radio and out-of-home media.

SPH owns award-winning newspapers, magazines and best-selling books in both print and digital editions, as well as online classified businesses in the region. In addition, SPH has two English radio stations and one Chinese radio station, an out-of-home digital advertising unit, a regional events and conferences arm, and runs a chain of modern retail convenience stores. SPH also has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today.

SPH REIT comprises Paragon, a premier upscale retail mall and medical suite/office property in Orchard Road and The Clementi Mall, a mid-market suburban mall. SPH's latest retail development is The Seletar Mall located in Sengkang.  

SPH is in the healthcare sector, operating private nursing homes under Orange Valley.

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About Mediacorp

Mediacorp has the widest range of media platforms in Singapore spanning digital, television, radio, print and out-of-home media. Its mission is to engage, entertain and enrich audiences by harnessing the power of creativity.

Mediacorp pioneered the development of Singapore’s broadcasting industry, with the radio broadcast in 1936 and television broadcast in 1963. Today, the company has over 50 products and brands in four languages (English, Mandarin, Malay and Tamil), reaching out to virtually all adults in Singapore weekly.

Mediacorp is an active regional player through Channel NewsAsia International, drama co-productions and collaborations in magazine publishing and online media. Its investments include majority share in Kapanlagi Network, Indonesia’s largest independent digital media and in Malaysia’s digital games publisher Cubinet Interactive. It also has stakes in Reebonz, one of the region’s fastest growing luxury online retailers, and Vietnam television’s International Media Corporation.

Mediacorp was named Terrestrial Broadcaster of the Year for the 13th time at the Asian Television Awards in 2016.

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