Singapore, 24 February 2021 – Businesses now have a more direct way of engaging their consumers with Mediacorp AdDirect. Launched today, the platform is a first-of-its-kind solution in Southeast Asia that will bring the power of Mediacorp advertising to the fingertips of marketers and executives leading businesses of all sizes. This self-service platform provides an easy, efficient and effective way for businesses to reach their target customers. Coming at a time when businesses are operating under constraints due to safety measures and limited physical interactions, the platform enables users to not just be quick to market, but also to easily access and manage their campaigns.
Developed by Mediacorp in collaboration with technology partner Amobee, Mediacorp AdDirect enables advertisers to create, order and track their media campaigns via a one-stop platform. The end-to-end solution includes: creation of a media plan that can be customised based on the target audience and desired budget, development of creative assets, order completion and the tracking of an ongoing campaign’s performance.
Mediacorp AdDirect supports the creation of data-optimised media plans that efficiently target audiences and maximise campaign objectives in a single workflow significantly reducing the complexity of the buying process. Through the application of prescriptive AI, first-party and third-party data and advanced analytics, this next-generation, strategic planning platform powered by Amobee enables Mediacorp to work with an increasingly broad group of advertisers seeking innovative solutions across TV and digital, as consumers continue to evolve how they engage with content.
“Mediacorp constantly pushes the envelope to make advertising more seamless, accessible and cost-effective. Mediacorp AdDirect brings leading edge technology to advertisers to maximise their return on investment and help their businesses grow. We are also glad to be able to bring this solution to the industry at a time when it needs all the support to ride out the current economic challenges,” said Parminder Singh, Chief Commercial and Digital Officer of Mediacorp.
The unveiling of Mediacorp AdDirect is another major step in Mediacorp’s drive to make advertising more attractive and accessible to all business owners. It will start with facilitating purchases of ad space for TV, followed by digital and subsequently across all platforms within Mediacorp’s extensive media network.
This latest development 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 signing of a strategic partnership with YouTube in 2019; and in the same year, the restructuring of its TV rate card.
Advertisers and businesses can kickstart their media campaigns today by visiting www.mediacorp.sg/addirect.
Mediacorp Pte Ltd
Mediacorp is Singapore’s largest content creator and national media network, operating six TV channels, 11 radio stations and multiple digital platforms including CNA, Singapore's most used news app, and meWATCH, its digital video platform. 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 radio broadcast in 1936 and television broadcast in 1963. Today, it reaches 98% of Singaporeans in four languages weekly and has a growing Asian audience base through CNA as well as entertainment content that is distributed across markets in the region.
The Mediacorp Partner Network brings Mediacorp together with industry-leading brands like ESPN, 99.co and VICE to deliver rich content for consumers and effective solutions for advertisers.
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.
Annex – quote by Amobee
"Amobee's platform partnership with Mediacorp enables digital-first and small/medium enterprise media buyers with the ability to buy TV ads in a self-service capacity that is comparable in nature to digital ad buying," says Robert Woolfrey, Senior Vice President of Asia for Amobee. "The AdDirect platform revolutionizes the accessibility of buying linear television ad placements by dramatically simplifying the process of planning and buying while empowering buyers to leverage data-driven audience targeting on television."