SingTel partners Kantar to measure Pay TV audience engagement

SingTel Advertising, a digital advertising solutions platform under Group Digital L!fe and Kantar Media, a television audience measurement company, have announced the introduction of Return Path Data (RPD) technology as a part of SingTel mio TV’s new television audience measurement platform.

The RDP is said to accurately monitor audience consumption behaviour at a household level. RPD technology will enable SingTel mio TV to optimise its pay TV programming to suit changing viewer demand and improve ‘audience-targeting’ value for advertisers.

RPD is captured for the entire SingTel mio TV customer base to ensure that all audience segments and niche channels are also represented. The service uses data that is automatically captured on a second-by-second basis, enabling precise monitoring of customers’ in-home viewing behaviour. The automated platform is expected to deliver the ability to target specific audiences based on behaviour, attitudes and consumption patterns.

In addition, commonly used media tools, such as Gross Rating Points (GRP), Target Audience Rating Points (TARPs) and Post-Campaign Reach will be included in SingTel’s RPD capabilities. The rating reports on the effectiveness of advertising campaigns launched on SingTel mio TV will be made available to local and regional advertisers from January 2015.

With RPD technology, advertisers can benefit from access to a data-rich platform, which will help them develop targeted campaigns to the right audience at the right time.

Anthony Shiner (pictured), SingTel advertising’s chief revenue officer said: “Automation, and the availability of highly granular but encoded and anonymised data, will play an integral role in helping advertisers keep up with consumers’ ever-changing television viewing behaviour[…]The generation of more insights will inform our pay TV programming strategies moving forward.”

He added that RPD technology has already provided SingTel with a series of insights, including time spent per day watching pay TV and the most watched channels during the course of each week. While mio TV is known for its sports offerings, which are also widely thought of as the strongest performing segment, the RPD technology show that there is also a strong interest in kids and local ethnic content.

Shiner added that this amount of data will lead to 2015 seeing a fundamental shift in the way media is planned, bought and evaluated by advertisers and agencies.

“It is imperative that we provide analysis on what people are doing both on TV and off TV – mobile, digital and out-of-home. Our partnership with Kantar Media is the first milestone on our roadmap toward understanding our customers better and a part of our long-term goal – to deliver robust insights and integrated solutions that will shape advertising strategies and meaningfully engage Singaporean consumers across multiple platforms,” Shiner said.

Nick Burfitt, Kantar Media Audiences’ global director, said, “We are delighted to be partnering with SingTel as they repackage their audience inventory and make it available to advertisers and agencies. As with our regional partnerships in Malaysia, Hong Kong and India, we’re looking forward to new reports and insights on local consumers’ pay TV viewing behaviour in the coming months.”