South China Morning Post launches SIGNAL 2.0 to deliver greater personalisation, measurement and optimisation

Hong Kong (October 6  2021) – The South China Morning Post launched the next version of its successful award-winning brand suitability tool SIGNAL 2.0, bolstered with a suite of new functions to help drive optimisation for advertisers and brands. 

Marketing effectiveness and driving impact is essential to marketers. To meet this demand, SCMP Advertising built a proprietary insight and activation technology platform that ensures true performance measurement and enhancement at no extra cost, while aligning with supply path optimization goals and ensuring more media investment is put to work.

SCMP’s SIGNAL has its own viewability and time-in-view measurement for all campaigns and this data has been integrated for optimization and reporting to ensure the Post can deliver quality engagement and post-click action.  This means advertisers can increase their brand familiarity by up to 55% and ad recall by up to 79% with the platform engines’ ability to target ad placements with exposure time beyond five seconds.

Extensive reports and research have shown that one-third of advertising dollars is spent on tech tax, or percentage-wise almost 50% of advertising spend. With the understanding that marketers want to ensure their advertising commitment avoids all possible malicious and fake inventory, SCMP SIGNALensures the immediate identification and exclusion of  spiders &  bot traffic that minimises advertising fraud to help drive effective advertising spend. 

Data collected by the new version of SIGNAL can help brands optimise their activation by making format, content, sentiment recommendations before a campaign goes live by looking at Ad log data from the brand’s  past campaigns as well as aggregated cohort data. Brand Lift studies for all scaled display campaigns have also been introduced to help brands demonstrate the effectiveness of their branding campaigns and measure, awareness, consideration and intent, amongst other insights. 

Ian Hocking, Vice President of Digital said: “This advancement of our proprietary technology clearly demonstrates the value of working directly with a publisher as brands can now reduce their tech costs whilst also driving their overall performance.” 

Timmy Bankole, Associate Director  of Operations said: “SCMP continues to invest in its own advertising technology tools to ensure the best possible result for our advertisers, while ensuring we can continue to provide effective solutions independent of changes to the identity and data privacy marketplace. We also remain committed to transparency and third-party measurement so that brands may measure the uplift for themselves.” 

SCMP SIGNAL 2.0 Factsheet – Activation Optimisation

SCMP’s new version of SIGNAL is essentially one product, with three key features: 

  1.     Brand Suitability 
    • Brand safety 
    • Contextual suitability 
    • Ad Fraud detection – NEW
  2.   Personalisation – NEW 
  3.   Measurement – NEW
    • Viewability 
    • Brand Lift 

SCMP SIGNAL was built in May 2020 and was the first publisher-built brand suitability platform designed to: 

  • Keep brands safe whilst on SCMP across all platforms from the first impression. 

Built into our CMS, SIGNAL scores content as it’s written, so you’re safe the moment an article is published.

  • Determine the true nature of the article utilising our Neuro-linguistic programming (NLP) based A.I. through reading article keywords, context and sentiment.
  • Improve your performance by an average of 40% across an average campaign by actively finding content and context that works for you. 
  • Increase your reach of key audiences by an average of 25%. Using SIGNALs improved analytics, we can whitelist more content. 

Understand more about our audiences. SIGNAL data is added to our central customer data platform (CDP) 1PlusX and appended to their unique I.D. This data includes: 

  •       Contextual content consumption. 
  •       Behavioural interest/intent. 
  •       Observed sentiment preference. 
  •       Reading level – Generalist, advanced or expert. 

Since its launch last year, Signal has gained global recognition, winning Campaign Asia-Pacific’s Tech Most Valuable Product Award (2021) and claiming second place at the INMA Global Awards for the ‘Best Use Of Data to Drive Advertising’.


The South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. SCMP’s vision is to “Elevate Thought” and our mission is to “Lead the global conversation about China”. Additionally, SCMP publishes a portfolio of premium lifestyle and fashion titles in Hong Kong including Cosmopolitan, ELLE, Esquire and Harper’s BAZAAR. SCMP is also home to Goldthread, a content platform with a focus on food, travel and culture in China. In 2020, SCMP became the first news organisation in Asia to join the Trust Project, a consortium of top news companies developing global transparency standards for credible journalism. 


SCMP Advertising’s mission is to help partners make an impact on readers who want to understand global issues from an Asian perspective. Our principal focus is to deliver effective and efficient marketing solutions that engage and activate the right audiences through a comprehensive portfolio of integrated offerings – including SCMP Lighthouse, the first Asia publisher built first-party-data platform that offers marketers unparalleled consumer insights to drive efficiencies by enhancing audience targeting, and SCMP Signal, a proprietary brand suitability tool that offers marketers with customisable contextual, keyword & sentiment targeting options. The award-winning studio Morning Studio offers clients with successful bespoke brand-storytelling solutions. Visit for more information.

For more information, please contact:

Stef Lo