Mediacorp has partnered with brand uplift analytics provider Brand Metrics to offer its clients brand uplift studies to deliver more comprehensive and value-added advertising solutions. The studies will be powered by the latter, and allow advertisers to gain deeper insights into their digital marketing campaigns and the impact these have on their brands.
The studies will allow advertisers to measure the impact of a digital campaign, covering key metrics such as awareness, consideration, preference and action intent. A single-question survey measures consumers’ attitudes towards a brand, from which crucial qualitative insights into the success of a client’s campaign can be derived. This technology can be used regardless of campaign size and cost, and allows results to be compared against those of other campaigns in Singapore, as well as other markets.
Jennifer Chase, Mediacorp's VP, digital sales, solutions and operations, said during a virtual press conference that her team will be leading this initiative. Agencies that have onboarded so far are Mindshare, Xaxis, Havas Media and Wavemaker. Brand Metrics’ independent measurement solution was created in Sweden and has been adopted by publishers globally, including The Guardian, The Sun, The Washington Post, Bloomberg and The Telegraph.
This initiative builds on the media network’s preceding efforts to offer a comprehensive set of transmedia solutions available to marketers in Singapore; such as the introduction of the blended cost-per-view model in 2018, the restructuring of its advertising rates in 2019, and the launch of advertising platform Mediacorp AdDirect in February this year.
As the advertising market starts to bounce back from the pandemic, a study by Brand Metrics found that marketers are increasing their focus on brand building for the long haul and relying less on short term metrics. Additionally, Brand Metrics said its studies show that digital advertising on premium platforms continues to be effective in helping businesses achieve overall brand uplift.
Chase said that as advertisers are looking beyond impressions and clicks to the more important values of brand lift and action intent to measure the real impact of a campaign on their brand. "The solution will enable Mediacorp's clients to adjust their messaging, investment or strategy accordingly for the best possible ways to grow their brands,” she added.
Mediacorp has a reach of about 72.3 million unique visitors, with over 309 million monthly page views across digital properties including CNA, CNA Lifestyle, CNA Luxury, TODAY, meWATCH, 8World, meLISTEN and other related sites. The media network scored a victory during the recent Tokyo Olympics, with over 50 advertisers coming on board across the Mediacorp Olympics Network. This included Channel 5, meWATCH and carriage deals with Singtel and StarHub. Mediacorp had also created 14 dedicated channels on meWATCH offering coverage of the games, including a specially curated channel focusing on Team Singapore events; this led to meWATCH receiving a quarter-million new sign-ups during the games.
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