StarHub can tell if a household watches National Geographic or sports channels, as well as the websites that its occupants visit on their StarHub mobile phones. These are all tracked.
The information is being fed into a big machine to churn out household profiles, now used to offer targeted marketing to companies that advertise on StarHub's cable TV platform. On Friday, StarHub announced the launch of Smart Targeting to help advertisers get better marketing results.
"Better audience segmentation will help advertisers better engage customers cross platforms - whether through mobile apps, Web banners, TV spots or electronic direct mailers," said Ms Germaine Ng-Ferguson, StarHub's general manager of integrated solutions and analysis. "In the end, consumers get more relevant advertising."
For instance, consumers are clustered anonymously under categories like fashionista, tech optimist or sports enthusiast, she added. This is similar to how Web giants such as Google and Amazon market to their customers and website visitors.
- See more at: http://www.straitstimes.com/news/singapore/more-singapore-stories/story/starhub-combines-data-cable-tv-viewers-and-mobile-users-#sthash.nJOvuO2i.dpufStarHub can tell if a household watches National Geographic or sports channels, as well as the websites that its occupants visit on their StarHub mobile phones. These are all tracked.
The information is being fed into a big machine to churn out household profiles, now used to offer targeted marketing to companies that advertise on StarHub's cable TV platform. On Friday, StarHub announced the launch of Smart Targeting to help advertisers get better marketing results.
"Better audience segmentation will help advertisers better engage customers cross platforms - whether through mobile apps, Web banners, TV spots or electronic direct mailers," said Ms Germaine Ng-Ferguson, StarHub's general manager of integrated solutions and analysis. "In the end, consumers get more relevant advertising."
For instance, consumers are clustered anonymously under categories like fashionista, tech optimist or sports enthusiast, she added. This is similar to how Web giants such as Google and Amazon market to their customers and website visitors.
