Mediacorp makes moves towards creating a single customer view across its media brands

Mediacorp has launched single sign-on for Toggle and Channel NewsAsia

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.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte