18 February 2008, Singapore – Singapore Press Holdings (SPH) has launched a new and exciting online advertising platform, called the SPH Targeted Video Commercial (SPH TVC).
The SPH TVC is a feature that allows Internet users to view rich media and video commercials delivered smoothly on SPH websites. The platform is available on the online versions of The Straits Times, The Business Times, The New Paper, together with AsiaOne, STOMP and omy.
The most unique proposition of the SPH TVC is that advertisers can make their advertisement work harder for them by featuring it in one of SPH´s many websites, which enjoys high numbers in terms of both page views and unique visitors. In addition, advertisers have an added benefit of being able to effectively select their target audience by choosing which specific websites to feature their TVC on.
On websites that feature SPH TVC, users will see a video screen that “floats” over the webpage that they are viewing. The video screen is found on the right of the page, attached to the scroll bar.
Some of SPH´s websites are highly targeted to specific types of audiences. For example, AsiaOne has pages dedicated to motoring, health, travel, digital, business, education, just women, and "wine, dine and unwind", amongst others, each having their own following.
Savvy advertisers can make good use of the targeted nature of SPH´s websites to maximise their advertising dollars by having each viewing possibly translating into positive buying action.
In addition, SPH is able to provide detailed campaign reports on how the campaign did. Information such as average length of time that the user viewed the video and number of click-throughs are useful data that would help the advertiser think of ways to improve the results for the next campaign.
The innovative online advertising platform is a result of a joint partnership between SPH and Canadian-based media company, MediaOne Network Inc (MediaOne). With its strong online presence and large numbers of viewers on its various websites, SPH is the ideal partner to MediaOne, whose unique system eliminates the need for buffering time to view the video, ensuring a smooth delivery of the TVC, to the benefit of both viewers and advertisers. That technological advantage, combined with Singapore´s leading media company´s strengths in online media, makes SPH TVC an advertising platform that will meet the needs of many advertisers.
MediaOne is also able to customise the overall design, right down to the player of the TVC. For example, Nokia´s TVC was seen as being played on the screen of a Nokia mobile phone.
The MediaOne team working with SPH had the end-users´ needs first in mind when they were developing SPH TVC – the system will first ensure that the webpage the user is viewing is fully loaded before launching the video commercial.
Mr Paul Cooper, Chairman of MediaOne Network Inc., said “MediaOne is pleased to partner SPH in this innovation, and relishes the opportunity to work closely with Singapore´s leading media company to develop new technologies such as the SPH TVC and create refreshing and exciting content for both advertisers and audiences. In the long term, it is this entrepreneurial spirit that will reap great success to both companies.”
Mr Raymond Teoh, Assistant Vice President, Interactive Business Unit of SPH, said: “With SPH TVC, advertisers can now look forward to optimising their brand´s exposure, as well as receive figures and statistics to help them better determine their campaign´s effectiveness. We at SPH are proud to present advertisers with a new and innovative platform to bring their video commercials online.”
SPH TVC was soft-launched in December 2007, and so far, more than ten major brands have made use of the platform to reach their target audience, including Nokia, MobileOne and Aviva.
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About Singapore Press Holdings (SPH)
Newspapers and Magazines
Main board-listed Singapore Press Holdings Ltd (SPH) is the leading media company in Singapore, delivering news and information through print, Internet and broadcasting platforms. In Singapore, it publishes 14 newspapers in four languages. Every day, 2.9 million individuals or 81 percent of people above 15 years old, read one of SPH’s news publications. SPH also publishes and produces over 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.
Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 110 million pageviews with 7 million unique visitors every month. Apart from SPH AsiaOne portal, SPH’s online and new media initiatives include a revolutionary mobile advertising and information service, ZapCode; online marketplace for products, services and employment, ST701; and STOMP (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging.
SPH has a 20 percent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 percent stake in MediaCorp Press Pte Ltd, which publishes the free newspaper, Today. In the radio business, SPH has a 80 percent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 FM in Mandarin and Radio 91.3 FM in English.
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore´s largest outdoor motion display advertising network media company, and a 35 percent stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore’s main shopping belt. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.
MediaOne is a Canadian-based privately-owned entity with ownership of unique rich media platform that enables an integrated delivery of advertising messages across a network of online publishers.
The MediaOne network of publishers focuses exclusively on high yield, high interest audience segments that allow a marketer to expand, consolidate and grow their brand. MediaOne operates in 3 countries; New Zealand, Australia in partnership with nine-msn and in Singapore where SPH is its exclusive partner.