iClick Interactive inks ad partnership deal with SPH

• SPH is now iClick Interactive's in-feed video ad serving partner
• MoTV solution to be rolled out across SPH's premium apps

ADTECH company iClick Interactive Asia said it has inked an ad partnership deal with Singapore Press Holdings Ltd (SPH) that would see the latter becoming its in-feed video ad serving partner across its apps.

iClick Interactive is a Hong Kong-based integrated advertising technology company that connects advertisers worldwide with audiences in China via programmatic marketing solutions,

By adopting iClick Interactive's self-developed MoTV solution which supports high-definition native mobile video ads, SPH would provide advertisers with a new choice of advertisement format. For users, this means an improved online experience with SPH through the receipt of advertising content with enhanced quality and relevance, iClick Interactvie said in a statement.

The partnership's first campaign in July was for a Hong Kong luxury property developer client on The  Business Times app.

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 claimed.

iClick Interactive's MoTV solution will be rolled out across other SPH premium apps, including news and lifestyle hub AsiaOne.

SPH Digital Division head of product development Lim Huishan said advertisers can now convey their brand stories to an audience via a quality video viewing experience.

The solution is a good match with SPH's premium apps, which are aimed at offering excellent user experience when delivering news and information, said Lim.

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 company claimed.

"Our ad partnership with SPH extends the reach of our MoTV solution to South-East Asia," said iClick Interactive chief product officer Yan Lee.

"This self-developed technology offers viewers a Blu-ray quality viewing experience. MoTV also enables auto-preloads in any WiFi-enabled environment, ensuring a seamless ad viewing experience," he added.

iClick Interactive rolled out the solution in China in the fourth quarter of 2015 and has since 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," Lee said.

MoTV also comes with precise 1st-party and 3rd-party viewer engagement metrics, providing advertisers with unique intelligence to help optimise future media buying and ad creative development.

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.
 
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