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SingTel partners Kantar Media to introduce Return Path Data technology

Zafirah Salim | Jan. 20, 2015
Data generated can help SingTel tailor its pay TV programming to suit ever-changing viewer demands, as well as offer more effective targeting capabilities to advertisers.

SingTel Advertising announced today its partnership with Kantar Media, a television audience measurement company, to jointly introduce Return Path Data (RPD) technology as a part of SingTel mio TV's new television audience measurement platform.

Designed to 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.

To deliver the highest level of accuracy, RPD is captured for the entire SingTel mio TV customer base. This ensures that all audience segments and niche channels are well-represented, providing robust analysis.

According to a joint media statement, the service uses data that is automatically captured on a second-by-second basis, enabling precise monitoring of customers' in-home viewing behaviour. Eventually, the automated platform is expected to deliver the ability to target specific audiences based on behaviour, attitudes and consumption patterns. 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.

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 Return-Path Data. 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 this year.

"Due to the availability of an unprecedented amount of data, 2015 will see 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," said Anthony Shiner, SingTel Advertising's Chief Revenue Officer.

"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," he added.


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