Singtel Advertising has showcased its latest development in their Singtel-Kantar Return Path Data (RPD) TV audience measurement service at its ‘New Year New Possibilities’ event held at Pangaea, Marina Bay Sands on 21 January 2016.
This measurement service analyses the viewing patterns of all Singtel TV subscribers, thus enabling brands to target and reach the right consumers at the right time.
To help brands maximise marketing ROI, the Singtel-Kantar RPD audience measurement combines data from all Singtel TV set top boxes with individual-level profiling insights from a proprietary research – Project Newsroom – to get full scope analytics on individual TV consumption.
Singtel TV was also recently awarded broadcast rights for the Premier League for the next three seasons starting from 2016/17. The current season of the Barclays Premier League has been a highly successful one with sponsorship tie ups with leading brands like OPPO, Cerebos Pacific Limited and insurance provider NTUC Income and most recently with Dr Wolff for the second leg of the season.
Nenita Chu, director of research, Singtel TV, said,“The Singtel-Kantar RPD Service is an important addition to the suite of analytics tools our advertising team already employs for mobile and digital advertising. Brands can now evaluate efficiencies across a variety of advertising platforms.”
Linda Siekdrees, regional marketing manager, Dr. Wolff Singapore said, “We are keen to kick start our campaign with Barclays Premier League and reach a highly engaged audience”.
Melvin Yong, director of advertising sales and trade marketing, Singtel Advertising, said ,“With Singtel-Kantar RPD added alongside our integrated suite of platforms and services, we will be able to bring better and tailored solutions to cater more effectively to our partners’ advertising needs.”