Singapore media organisation Mediacorp has made its first move to creating a more unified view of its users by creating a single sign-on for its Channel NewsAsia and Toggle brands.
Users of either services online will now be able to create an account, which it can use across both. The move allows the media company to create more personalised services for users and give better targeting and data to its advertisers.
For advertisers, having more data about users will mean more effective advertising. As the move towards buying media progresses, particularly for more traditional channels like TV, having data on users is key to develop technology on top.
Banjo Castillo, general manager of Unilever Singapore, said: “Mediacorp is our strategic media partner. In today’s world of media fragmentation, we want to ensure that our interactions are meaningful. When we know the demographic background, interests and behaviour of the customer, we are better able to provide messaging and information that align with their needs. The future is all about data marketing and we are excited about Mediacorp’s SSO initiative. We look forward to more customised and innovative solutions for our brands.”
For users, on Channel NewsAsia, signed in users are shown a ‘My News Feed’ which can show trending topics and stories based on a user's interests. On Toggle, users can create watchlists and ‘Top Picks’ are shown based on preferences.
Parminder Singh, chief commercial and digital officer, Mediacorp, said personalisation was a key strategy for the businesses digital transformation.
“By learning what you consume and what more you want, we can take you to stories you are interested in and programmes you love. We help you discover more content that you relate to. This is key to our digital transformation and continual efforts to engage a new generation,” he said.
Mediacorp already has online services that users have to sign into, including its MeClub rewards and loyalty programme.