Why transparency is key to driving best return on investment for media clients

October 25, 2019
SCMP Updates
Ian Hocking, vice-president of digital at South China Morning Post gave inspiring talks at two marketing events held in Singapore earlier this month.

“As a premium publisher, we believe that transparency is key to demonstrating our commitment to driving the best ROI [return on investment] for clients,” Hocking told the Digital Marketing Asia conference held on October 8 and 9, organised by the Singapore edition of Marketing magazine.

“However, due to efficiency pressures and time constraints, the metrics we use to report on them have unintentionally created a 'value' for low-quality inventory.” 

Before joining SCMP, Hocking was head of programmatic and data at NewsUK, a division of News Corp which publishes Britain’s The Times and The Sun. 

In his current role, he provides strategic direction and leadership across all SCMP digital platforms.During an exclusive presentation, Hocking shared his insights into brand safety, data and supply path. He discussed the use of automation to keep platforms safe and the importance of data practices. 

“We think it’s well worth your time to explore more direct relationships with premium publishers that have spent the last few years creating well lit, brand safe, engaging and accountable spaces,” Hocking said.
 
“It may cost a little more, but you’ll see the quality long after the fake has lost its lustre.”

Hocking was also a member of the panel discussions at the Programmatic Punch APAC event featuring speaker presentations and talks on October 3, which was organised by The Drum, the marketing magazine, global media platform and marketing website.

He was invited to join the panel discussion, “Publisher Collaboration and Innovation”, which saw him talk about the challenges facing publishers in the world of automated media buying, as well as the new innovations and collaborations that could solve the issues facing publishers.

Contact SCMP to learn more about brand safety and how to make digital advertising more trustworthy. 
Stay tuned for more SCMP updates and opportunities to meet our team leaders from different disciplines at forthcoming events and conferences.
 
About South China Morning Post 

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. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.