Mediacorp unveils cross-media audience planning solution

Mediacorp has teamed up with Nielsen and Pointlogic to enhance Customer360, its cross-platform targeting solution enabling advertisers to reach their consumers more effectively.

By integrating disparate audience currencies across TV, print, radio, OOH and digital on a single planning platform, the extended Customer360 delivers deep cross-media insights, including un-duplicated audience reach, frequencies and overlaps for the first time in Singapore.

According to Mediacorp, with a 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 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.”