Award-winning “Smart Targeting” solution uses big data to help brands drive better results for campaigns
Singapore, 19 September 2014 – StarHub, Singapore's fully-integrated info-communications provider today announced a new advertising solution—Smart Targeting, based on its various sources of big data to offer precise targeting capabilities to support advertisers’ campaigns cross platforms.
“Advertisers need a clear strategy for engaging customers cross platforms, whether through mobile apps, web advertising banners, TV spots or electronic direct mailers. This is why we developed Smart Targeting—to help them drive better results for their campaigns," said Ms Germaine Ng Ferguson, General Manager of Integrated Solutions & Analysis at StarHub.
Smart Targeting leverages different sources of StarHub big data, including mobile contextual data and return path data (RPD) from two-way set-top boxes, to create robust customer segmentation. Depending on the advertising objective of the brand, this allows StarHub to precisely and dynamically target or re-target consumers in many ways: Across platforms (TV to digital and direct), in the digital space (mobile and online) or on TV only. StarHub Advertising can further support advertisers by consulting with them to create customised segments and automate it into our system, allowing clients to track their audiences over time and life stages.
For Smart Targeting, StarHub was recently recognised at the Singapore Media Awards 2014, winning the Most Innovative Contribution to a Campaign by Media Owner accolade. It helped a top FMCG brand achieve a high ROI for an advertising campaign, with a 9% increase in unaided brand awareness, 11% increase in intention to buy and 9% increase in campaign awareness.
“StarHub is honoured to receive this award, for our involvement in the advertising campaign of a top FMCG brand. This accolade is of particular significance since we have been recognised from amongst well-established advertising platforms in Singapore," added Ms Ng Ferguson.
StarHub is the largest pay-TV operator in Singapore, with 535,000 household subscribers as of 30 June 2014. To-date, more than 90% of StarHub set-top boxes are digital two-way systems that can provide RPD. RPD allows StarHub to perform day-to-day monitoring and planning of its channels and programmes as well as understand subscribers' viewing habits. Leading global information and measurement company Nielsen provides StarHub with RPD service using a proprietary methodology.
“We are pleased to be working with StarHub to develop metrics to better understand cable viewing and the reach of cable TV. This new metric will, for the first time, bring truly actionable audience insights to the industry, facilitating the development of marketing and media strategies which connect with Singapore’s rapidly changing consumers,” said Ms Rebecca Tan, Managing Director, Media Industry Group (Singapore and Malaysia) at Nielsen.