How Singtel Used Programmatic Campaigning To Derive Success

Singtel, short for Singapore Telecommunications Limited, is a telecommunications and digital services company based in Singapore. It is one of the largest companies listed on the Singapore Exchange and is a member of the Straits Times Index.

Singtel offers a wide range of services, including mobile, broadband, and fixed-line communication services, as well as digital solutions such as cybersecurity, data analytics, cloud computing, and Internet of Things (IoT) services. The company also has a presence in many other countries around the world, including Australia, India, Indonesia, Thailand, and the Philippines. In addition to its core telecommunications services, Singtel has also expanded into other areas such as media and entertainment. It owns and operates several content platforms, including the streaming service HOOQ and the pay-TV provider Singtel TV.

Singtel is committed to sustainability and has set several goals to reduce its environmental impact and promote social responsibility. These include reducing carbon emissions and promoting digital inclusion and education in the communities where it operates.

Marketing Strategy of Singtel 

Singtel’s marketing strategy includes a variety of promotional and advertising tactics. The company utilizes traditional methods of advertising such as print, digital media, newspapers, and billboards. In addition, Singtel has established partnerships with leading technology companies like Google, Microsoft, Hewlett Packard, and Apple to enhance its brand recognition.

Singtel also focuses on increasing its visibility through sponsorship events. For instance, it was the title sponsor of the inaugural Singapore Grand Prix. Additionally, Singtel acquired broadcast rights for the 2012 Summer Olympics and offered 15 new ESPN STAR Sports channels to its viewers at no additional cost.

The Programmatic Campaign That Worked Wonders For Singtel

Singtel collaborated with its media agency Amobee and Yahoo to create a programmatic campaign to stand out in a crowded digital space, increase awareness, and generate leads. The campaign utilized first-party data and the appropriate tools for targeting and optimization, implementing automation to increase efficiency, maximize performance, and deliver value on spend.

The Unique Targeting Process

The campaign’s primary goal was to reach the most relevant users and inform them about Singtel’s fiber broadband offerings, leading them to the company’s Online Shop. The programmatic campaign targeted a sizable addressable audience through Yahoo’s DSP, leveraging first-party data from both Yahoo and Singtel to create a comprehensive picture of the audience. The campaign excluded existing Singtel customers to avoid wasting advertising dollars.

Additionally, the campaign employed audience expansion tools such as Yahoo interest categories and lookalike audiences to enhance the audience base. The personalized and customized ads served by a range of ad creatives displayed the most relevant products and services to users based on a hyper-segmented audience.

The campaign utilized AI and machine learning alongside Yahoo’s omnichannel insights tool to measure and optimize all aspects of the campaign transparently. This allowed for progressive tweaks and improvements to enhance the overall effectiveness of the campaign.

The Success Of The Campaign In Numbers

Singtel’s programmatic campaign was a success due to its strategic use of artificial intelligence and synergistic first-party data. The campaign achieved consistent, efficient, and cost-effective results, as demonstrated by various performance indicators. For instance, the campaign was able to achieve a 17% lower cost per lead (CPL) than similar campaigns. Additionally, the campaign maintained a high lead conversion rate with a 14% improvement in average CPL year-on-year. The campaign also achieved a 30% higher click-through rate (CTR) compared to industry benchmarks in Singapore, and the average cost-per-assisted conversion improved by 21% year-on-year. The campaign’s impressive results led to its conversion to an evergreen campaign, which continues to drive Singtel’s success in the digital space.

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