HONG KONG, 6 October 2021 – The South China Morning Post launched the next version of its successful award winning brand suitability tool SIGNAL 2.0, bolstered with a suite of new functions to help drive optimisation for advertisers and brands.
Marketing effectiveness and driving impact is essential to marketers. To meet this demand, SCMP Advertising built a proprietary insight and activation technology platform that ensures true performance measurement and enhancement at no extra cost, while aligning with supply path optimization goals and ensuring more media investment is put to work.
SCMP’s SIGNAL has its own viewability and time-in-view measurement for all campaigns and this data has been integrated for optimization and reporting to ensure the Post can deliver quality engagement and post-click action. This means advertisers can increase their brand familiarity by up to 55% and ad recall by up to 79% with the platform engines’ ability to target ad placements with exposure time beyond five seconds.
Extensive reports and research have shown that one-third of advertising dollars is spent on tech tax, or percentage-wise almost 50% of advertising spend. With the understanding that marketers want to ensure their advertising commitment avoids all possible malicious and fake inventory, SCMP SIGNALensures the immediate identification and exclusion of spiders & bot traffic that minimises advertising fraud to help drive effective advertising spend.
Data collected by the new version of SIGNAL can help brands optimise their activation by making format, content, sentiment recommendations before a campaign goes live by looking at Ad log data from the brand’s past campaigns as well as aggregated cohort data. Brand Lift studies for all scaled display campaigns have also been introduced to help brands demonstrate the effectiveness of their branding campaigns and measure, awareness, consideration and intent, amongst other insights.
Ian Hocking, Vice President of Digital said: “This advancement of our proprietary technology clearly demonstrates the value of working directly with a publisher as brands can now reduce their tech costs whilst also driving their overall performance.”