Deepavali season sees SPH and Mediacorp partner up for ad packages

Local media companies Singapore Press Holdings (SPH) and Mediacorp have collaborated to offer advertisers a joint Deepavali sales package across relevant media platforms. Between 10 September to 30 November 2019, advertisers are provided with three options from the Deepavali sales package which feature various combinations of print, digital, radio and TV platforms such as Tamil Murasu, tamilmurasu.com.sg, tabla!, Vasantham channel, and Oli 96.8FM radio station as well as audience-targeted digital platforms on the SPH Digital Network.

According to both parties, these mediums reach over 290,000 targeted Indian audiences on a weekly basis. This collaboration aims to maximise the reach of both parties’ networks, allowing advertisers to reach customers via different touchpoints and extend campaign messages across additional media platforms through one single package.

Ignatius Low (pictured left), SPH chief marketing officer said coming together as two of the biggest local media providers is a strategic approach to deliver most relevant products to targeted consumers, while giving advertisers a better experience in fueling their advertising messages with a joint solution.

"Partnerships and alliances have always been a part of our internal capabilities. We are looking forward to this strategic alliance as it is our first direct commercial collaboration with each other," he added.

Meanwhile, Parminder Singh (pictured right), chief commercial and digital officer, Mediacorp said this is another collaborative effort by Mediacorp and SPH to help advertisers maximise the reach and impact of their campaigns using inventory across a mix of highly effective platforms.

“Community celebrations and festivals connect us all in Singapore and we are launching these exciting solutions in time for Deepavali, when advertisers take the opportunity to burnish and share their messages of love, family ties and togetherness with everyone," he added.

The two media companies first came together in 2017 to create a new digital advertising marketplace named Singapore Media Exchange (SMX). Using programmatic solutions, the platform provides "richer" targeting capabilities including behavioural, demographic and contextual to pinpoint the right audiences and meet the needs of specific campaigns. According to both parties in an earlier media statement, SMX also allays advertisers’ growing concerns about “black box” programmatic processes – brands can feel safe knowing that their creative is appearing next to quality content.