MediaCorp, Singapore’s flagship broadcaster, has partnered with London-headquartered advertising technology provider Videoplaza. With this partnership in place, the local broadcaster will be using Videoplaza’s ad management technology Karbon to monetise its over-the-top (OTT) service Toggle across platforms and devices.
Currently, Toggle, an interactive solution for consumers to watch television programmes on the go, is available on multiple platforms, iOS, Android and various smart televisions or web. According to an official communique, about two-third of Toggle users view content via their mobile devices. While consumers can watch most programmes for free, premium content is available at a fixed subscription fee of S$21.29 (US$17.18) per month.
At the moment, consumers will only need to pay a subscription fee of S$1 (US$0.81) for the first month, and a recurring charge of S$9.90 (US$7.99) every month.
Should users opt for a paid subscription, they will be given access to some 10,000 titles and 20 premium channels like Comedy Channel Asia and KBS World. This positions Toggle as a competitor to telco and cable television operator StarHub and SingTel’s MioTV. However, one difference between the three services is that users of Toggle will get to watch original MediaCorp productions any time they wish on their mobile devices.
With Karbon integrated into Toggle, MediaCorp will now have a clear multi-device monetisation strategy. In the future, MediaCorp can choose to sell content to its audience across multiple devices or per device and simplify its ad operations workflow.
What sort of advertisements can consumers be prepared to see on their devices? Nick Chuah, Business Director, Videoplaza told e27, “You’d see a few formats such as pre/mid rolls to begin with; but MediaCorp would call the strategy shots on this.”
With regard to data, Karbon will also be able to churn relevant insights. Chuah explained that the management software is capable of drawing out third-party audience data from data providers.
For example, advertisers for a particular sportswear could target audience 25-year-old males who are sports enthusiasts. He said, “These segments can then be used to target campaigns – meaning advertisers can buy access to a highly relevant audience.”
In addition, Karbon has a reporting engine (known as Karbon Insight) that offers slicing and dicing of data to deliver reports to advertisers. He added that MediaCorp can use this feature to report on specific campaigns for a particular time period and provide URLs to their advertisers to enable real-time viewing on the web. Access to reports can also be revoked anytime, should MediaCorp decide to do so.
While Videoplaza cannot disclose how much it charges MediaCorp, as the firm is bound by contract confidentiality, Chuah said that Karbon, a Software-as-a-Service (SaaS) solution will charge MediaCorp on a subscription basis.
“To strengthen our OTT offering and monetise our audience across devices, we needed an ad management system capable of monetising across all current and future digital platforms.” said Seow Yoke Kong, Vice President, Technology Services, MediaCorp. “With its innovative approach to cross-device video advertising, Videoplaza’s technology makes an attractive proposition which will enable us to future proof our ad strategy to accommodate new devices when they come to market.”
While Videoplaza does work with smaller companies, Chuah said that the “product makes sense for properties with large audiences”. He then explained, “Because advertisers want to reach as many eyeballs as possible. Publishers can successfully sell video advertising inventory across platforms to brands and advertisers when they have audiences of scale.”
Videoplaza has offices in Stockholm (Sweden), Paris (France), Berlin (Germany), Madrid (Spain) and Singapore. It recently, set up an office in (Bangkok) Thailand too.