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SPH launches online video advertising platform - Feb 19, 2008 (BT)

BackFeb 19, 2008

The Straits Times / The Business Times News On SPH

SPH launches online video advertising platform

The platform is available on the online versions of The Straits Times, The Business Times and The New Paper as well as on the AsiaOne, STOMP and omy portals.

By Ong Boon Kiat
Feb 19, 2008
The Business Times

MEDIA group Singapore Press Holdings has launched an innovative online advertising platform - allowing Internet users to view high quality video commercials that 'float' over SPH websites.

Customised content: Nokia has already signed up for ad space on SPH TVC

The platform is available on the online versions of The Straits Times, The Business Times and The New Paper as well as on the AsiaOne, STOMP and omy portals.

It could also deliver other video content in future, turning SPH's online stable into rich multimedia platforms where visitors can get a viewing experience akin to watching TV.

Launched yesterday, the SPH Targeted Video Commercial (SPH TVC) is a partnership between SPH and MediaOne Network, a Canadian-based media company which also operates in New Zealand and Australia.

With the platform, SPH aims to attract more advertisers to the online audience. 'Advertisers can now look forward to optimising their brand's exposure, as well as receive figures and statistics to help them better determine their campaign's effectiveness,' said Raymond Teoh, assistant vice-president of the Interactive Business Unit of SPH.

Besides making their advertisement work harder by featuring it on one of SPH's many websites, advertisers have an added benefit of being able to select their target audience.

MediaOne's technology promises high-quality video with smooth playing quality more akin to that of TV commercials.

On websites that feature SPH TVC, users will see a video player application that 'floats' above the webpage that they are viewing. This scheme - called over-the-page format - is meant to give users more control. 'It gives you full functionality of the webpage, and one can continue scrolling up and down the page during content delivery without 'freezing' their experience,' said Media-One Network chairman Paul Cooper.

The video screen is found on the right side of the page, attached to the scroll bar.

The platform is also built for user interactivity. There are functions which let users seek more information via the player.

Customisation will be one key selling point of the TVC platform. For instance, a mobile phone advertisement can be played on the screen of a mobile phone-lookalike player. Mobile phone maker Nokia has already signed up with SPH to create such advertisements.

Besides advertisements, SPH plans to deliver other content via the platform. 'This is to promote our own video content from straitstimes.com, stomp, asiaone and omy.sg and attract more eyeballs,' said Mr Teoh.

SPH plans to extend the TVC platform to non-SPH websites, both locally and in the region, he added. 'We are in the midst of establishing the network in Malaysia and Hong Kong.'