Mediacorp has introduced a new way of optimising video buys based on blended cost-per-viewer (CPV) across screens in conjunction with Mindshare and Unilever.
The blended CPV model aims to provide optimal reach at the most cost-effective rate across Mediacorp’s TV channels and video-on-demand platform, Toggle. In addition, the approach looks to pave the way for advertisers across many other sectors to run more efficient campaigns that truly mirror their audiences’ cross-media habits.
As audiences consume more content across multiple screens, advertisers often struggle to achieve efficient buys across screens due to different measurement methodologies across digital and TV, the press statement read. As such, the move sees Mediacorp taking a huge step toward unifying linear and non-linear media buying, by leveraging its wealth of media data points.
Jennifer Chase, vice president, digital sales of Mediacorp said the key benefit of blended CPV is that Mediacorp is able to offer advertisers a screen-agnostic media buying solution, that will reach audiences in a premium long-form environment regardless of the device they prefer. She added that the data-driven approach maximises target audience reach at the most cost-effective rate.
“Consumers are multi-screening, so the industry needs to adapt its approach to TV and digital video planning,” Melissa Tang, managing director of Mindshare Singapore said. “Mindshare is delighted to be the first to collaborate with Mediacorp in developing a new model that is reflective of how people in Singapore are experiencing media today,” Tang said.
Echoing the statement, Javed Jafri, Channel Communication Manager of Unilever explained that the agency is constantly looking for partners in improving the efficiency and effectiveness in reaching more consumers.
“While TV remains a credible source of advertising, we need to adapt our multi-video solution to meet the changing consumer habits. With Singapore being a multi-screen market, we believe multi-video solution will help us in creating meaningful relationship with our consumers,” Jafri added.