As the digital space becomes more cluttered and complex, advertisers are finding it increasingly difficult to determine the best way to reach their target customers.
Singtel Advertising has taken a step towards helping advertisers address this conundrum by leveraging artificial intelligence (AI) technology. It has inked an agreement with Appier to introduce the first programmatic TV solution in Singapore, enabling advertisers to more effectively reach Singapore’s substantial but fragmented TV-watching population.
With Appier’s programmatic TV platform, advertisers can now plan TV campaigns based on specific target audience profiles and purchase Singtel TV’s inventory with just a few clicks. Appier’s channel recommendation system will also incorporate insights from Singtel Advertising’s existing suite of analytics capabilities, enabling brands in Singapore to leverage automation to identify the most relevant channels.
“Singtel Advertising is constantly exploring new opportunities for advertisers to reach our affluent audiences. With Appier’s technology, we now have the advantage of providing advertisers with one more convenient sales channel for buying a part of Singtel TV’s media inventory,” said Anurag Dahiya, Head of Content and Advertising, Group Consumer of Singtel.
Intelligent data analysis plays an even more important role in today’s multi-screen era. According to Appier’s latest cross-screen user behaviour research report, more than one quarter of regional users own three or more devices. Cross-screen user behaviour is also more complex than ever, given varying usage for different time periods, locations, and device types.
“TV is one of the most important screens for all consumers and we are glad to confirm this partnership with Singtel Advertising. It not only provides advertisers with a larger pool of inventories across mobile devices, PCs and TVs, but also delivers the right content to the right audiences at the right time, and on the right screen,” said Chih-Han Yu, Co-founder and CEO of Appier.
Founded in 2012, Appier offers next generation cross-screen marketing solutions to advertisers across the globe. Headquartered in Taipei, it has offices in San Francisco, Singapore, Tokyo, and Sydney.