Mediacorp launches digital audience targeting solution

Mediacorp has launched Customer360, an audience targeting solution enabling advertisers to reach 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. The solution taps on Mediacorp’s growing digital engagement across multiple devices.

These segments are built from harnessing demographic, interest and behavioural insights across online and offline Mediacorp platforms, including over-the-top service Toggle and MeClub, a loyalty programme of over 600,000 members.

Meanwhile, Channel NewsAsia has nearly one million followers on its Facebook page, reportedly the largest among local news providers on social media. Toggle, Mediacorp’s over-the-top service, has seen viewership quadruple over the past year, the company said.

Customer360 will also integrate audience data from Kapanlagi Network, a digital network based in Indonesia 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,” Jack Lim, chief commercial officer, Mediacorp, said.

“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.

Jon Thurlow, chief operating officer, Group M 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.”