For Immediate Release
Mediacorp launches world’s first cross-media audience planning solution unifying its five media currencies on its Customer360 platform
Enhanced Customer360 will help advertisers drive more robust cross-media plans across Mediacorp’s breadth of touchpoints
Singapore, 26 August 2016 – Mediacorp, the media company with the most complete range of media platforms in Singapore, has teamed up with Nielsen and Pointlogic to enhance Customer360, its cross-platform targeting solution enabling advertisers to reach their consumers more effectively.
In a rapidly evolving multi-channel media environment, understanding how and where to reach consumers across media platforms and devices has never been more vital. By integrating disparate audience currencies across TV, Print, Radio, Out-of-Home and Digital on a single planning platform, the extended Customer360 now delivers deeper cross-media insights, including unduplicated audience reach, frequencies and overlaps for the first time in Singapore. With access to a richer, unified view of audiences on Mediacorp Audience Network, agencies and advertisers will be able to plan, allocate and optimise their integrated campaign budgets more efficiently.
Customer360 incorporates the best-in-class respondent-level data of media currency sources and Mediacorp’s proprietary studies on audience segments such as families and the affluent.
“The augmented Customer360 not only allows us to measure increasingly fragmented audience behaviours holistically, it advances our performance optimisation agenda in meaningful ways,” said Roger Moy, Head, Consumer Insights and Analytics, Mediacorp.
As part of the Customer360 product roadmap, Mediacorp will be rolling out 360, a custom campaign tracking programme tailored for its top advertisers through its insights consultancy arm, MRC. Under 360, computer-assisted telephone interviews will be conducted monthly on a range of client-specific metrics for cross channel attribution, mix modelling and benchmarking applications.
Jack Lim, Chief Commercial Officer, Mediacorp said, "Customer360 will combine the extensive reach of Mediacorp with sharper audience targeting capabilities. The ability for brands to tell their transmedia brand stories to the right audiences across the right multi-channel mix is compelling for CMOs looking to maximise impact and campaign performance.”
"As the first media owner in the world to adopt a unified cross-media planning solution across its TV, print, radio, outdoor and digital media assets, Mediacorp has taken a huge step forward in delivering invaluable insights to its clients, marking a progressive change in the Singapore media industry," said Elizabeth Ausman, Nielsen's Senior Vice-President of Product Leadership.
"Customer360 is a crucial product in the search for greater engagement with consumers. It provides Mediacorp with a single integrated system that brings together data that were previously siloed, and delivers the necessary insights to drive cross-media campaign performance," said Sjoerd Mostert, Pointlogic CEO.
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 12th time at the Asian Television Awards in 2015.
For more information, please visit mediacorp.sg.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
Yeong Lai Lai
Senior Manager, Brand and Communications, Mediacorp