SPH ramps up capabilities for social cards ad solution

July 23, 2019

With the incredible adoption of its Social Cards ad format since its launch last year, Singapore Press Holdings is implementing new capabilities to enhance the product’s value offering for advertisers.

Social Cards allows brands to easily distribute their existing social creatives from Facebook, Instagram and Twitter across SPH’s trusted publisher sites, including the The Straits Times, The Business Times, AsiaOne, Business Insider, Zaobao.sg and more.

Over 100 brands, including Audi, Armani, Cirque du Soleil, Shell, Robinson, Toyota and Marina Centre Holdings, are using Social Cards.

The new capabilities include:

*Always-on campaigns: Brands’ social creatives will be automatically ingested in real-time and they will be promoted automatically to relevant audiences on SPH’s network of trusted websites.

*Programmatic support: Agencies and brands can now buy Social Cards via Programmatic Guaranteed workflows. This allows clients to activate their first-party audience data for better targeting within SPH’s trusted sites.

*Moat and IAS verification: As trusted third-party verification is now a must-have in the digital advertising ecosystem, provision has been made to allow clients to use their own Moat or IAS verification tags to measure viewability and attention for Social Cards.

*Desktop support: Previously available only on mobile web, Social Cards is now available on SPH’s desktop sites. This gives brands even greater reach and more opportunities to engage with customers.

Social Cards is powered by Polar, who provide a Format Management Platform (FMP) to trusted publishers around the world. SPH is the exclusive partner for Social Cards in Singapore.

“Social Cards gives clients more value, with higher engagement than display and higher attention than social feeds. Best of all, it’s easy to execute as we repurpose existing creatives, which means no new creative production costs or client approvals are needed”, shared Yang Hui Cheng, Head of Strategy & Innovation, SPH. “Polar has been a great tech partner for us and we are proud to work them exclusively in the Singapore market”.

The initial results for Social Cards have been impressive. On SPH sites, the average engagement rate is 10x higher than standard display. Likewise, the average attention (in-view time) time is 5x higher than social feeds.

“Brands are looking for an alternative and with SPH’s trusted and Polar’s proven social formats, we have it together”, shared Gavin Merwood, General Manager, Polar.


Contact Michael Chng (mikechng@sph.com.sg) or your SPH account manager to find out more about Social Cards.