iClick Interactive Inks Ad Partnership Deal with Media Giant Singapore Press Holdings
HONG KONG AND SINGAPORE, August 3, 2016
iClick Interactive Asia, the Hong Kong-based integrated advertising technology company that connects advertisers worldwide with audiences in China via programmatic marketing solutions, has inked an ad partnership deal with Singapore’s leading media organization, Singapore Press Holdings Limited (“SPH”), to become its in-feed video ad serving partner across its wide-reaching range of apps.
By adopting iClick Interactive’s self-developed MoTV solution which supports high-definition native mobile video ads, SPH demonstrates its commitment to being at the forefront of marketing innovation by providing its advertisers with a new choice of quality advertisement format. For its many users, this also means an improved online experience with SPH through the receipt of advertising content with enhanced quality and relevance.
First campaign already run on The Business Times app
The partnership’s first campaign in July was for a Hong Kong luxury property developer client on The Business Times app. The Business Times is Singapore’s high-reach premium financial journal targeting high net worth individuals and business savvy professionals.
The campaign achieved an average click-through-rate (CTR) of 3.49%, with the splash ad format hitting over 6%, significantly exceeding the market’s average of approximately 1% for rich media ads.
iClick Interactive’s MOTV solution will be rolled out across other premium SPH apps, including news and lifestyle hub AsiaOne.
“We are happy to partner with iClick Interactive to offer its high-definition video ad solution across our suite of premium apps,” said Lim Huishan, Head of Product Development at SPH Digital Division, “With this partnership in place, our advertisers can now convey their brand stories to our audience via a quality video viewing experience. The solution is a good match with our premium apps, which are aimed at offering an excellent user experience when delivering news and information to our readers.”
“We are excited about our partnership with SPH. Through this partnership, iClick Interactive can help advertisers in Southeast Asia and beyond to reach their target audience on the premium SPH apps, thanks to our very own high-definition MoTV solution,” said Raymond Teoh, General Manager for Southeast Asia, iClick Interactive. “We look forward to delivering compelling video ads for advertisers soon, helping them to precisely and effectively reach the right audience.”
MoTV – A high-definition in-feed native video ad solution
Developed with iClick Interactive’s proprietary technology, MoTV serves high-definition native mobile video ads at a resolution of up to 50 times the market average. The enhanced viewer experience makes it a perfect tool for brand storytelling.
Yan Lee, Chief Product Officer of iClick Interactive, said: “Our ad partnership with SPH extends the reach of our MoTV solution to Southeast Asia. This self-developed technology offers viewers a Blu-ray quality viewing experience. MoTV also enables auto-preloads in any Wi-Fi-enabled environment, ensuring a seamless ad viewing experience for users – wherever they are.”
“We rolled out the solution in China in Q4 2015 and have since successfully engaged more than 65 top-tier clients, including Coca-Cola, Adidas, Cartier, Samsung, Visa, Airbnb and Wrigley.”
“According to our internal data, 46% of the target audience reached viewed the entire video ad. On average, each target user reached viewed the ad for more than eight seconds,” Yan added. “These high engagement and view-through rates reflect the excellent brand experience delivered by these campaigns.”
MoTV also comes with precise 1st-party and 3rd-party viewer engagement metrics, providing advertisers with unique intelligence to help optimize future media buying and ad creative development.
The worldwide shift to mobile is irrevocable, with China taking the lead
In Singapore, 94.5% of Internet users are smartphone users (eMarketer, May 2016), making mobile a must-have channel in the marketing mix if brands wish to effectively reach their target audience. In China, where mobile adoption leads the world, mobile ad spending is expected to account for 67.6% of the market’s total digital ad spending in 2016. Programmatic buying is also experiencing a rapid surge in the China market, with mobile programmatic display advertising expected to amount to more than half of mobile display ad spending this year.