SINGAPORE – Mediacorp, Singapore’s media company with the widest range of media platforms, has introduced a new way of optimising video buys based on blended cost-per-viewer (CPV) across screens. The blended CPV model provides optimal reach at the most cost-effective rate across Mediacorp’s TV channels and over-the-top platform, Toggle. The solution was developed in close partnership with Mindshare and Unilever.

With audiences consuming more content across multiple screens, advertisers often struggle to achieve efficient buys across screens due to different measurement methodologies across digital and TV.  Mediacorp has taken a huge step towards unifying linear and non-linear media buying by leveraging its wealth of media data points. By owning all free-to-air TV channels and video-on-demand platform, Toggle, media budgets can be better deployed across video screens with the goal of improving reach at a better CPV. Campaign results using the blended CPV model have therefore exceeded expectations with key clients, notably Unilever’s first campaign in the FMCG sector.

The blended CPV buying approach paves the way for advertisers across many other sectors to run more efficient campaigns that truly mirror their audience’s cross-media habits.