South China Morning Post launches its new marketing tool, SCMP SIGNAL – an evolution in brand safety

May 19, 2020
SCMP Updates
The South China Morning Post launched today its proprietary brand suitability tool, SCMP SIGNAL, which offers greater brand safety for marketers with customisable contextual, keyword & sentiment targeting options.
SCMP SIGNAL will allow marketers to reach up to 55 per cent more of its users and increase engagement by up to 80 per cent while ensuring their brand safety. 

Integrating directly with SCMP’s content management system, SIGNAL classifies every article and piece of metadata before it is published – making targeting faster and more reliable than other platforms. 
Said Ian Hocking, SCMP’s Vice-President  of Digital: “The idea of brand safety has evolved a lot over the last few years and most marketers know that news media is a great environment to advertise in. 

“These days they mostly care about suitability – essentially ensuring it’s not just safe, but also appropriate. SCMP SIGNAL ensures they can reach the users they want in the best possible environment.” 

The Covid-19 pandemic has highlighted the shortcomings of most current tools, with some publishers losing 70 per cent of Covid-19 articles.

However, SCMP SIGNAL would be able to recognise how specific content would be safe for most brands -suitability is a much better measure for brands to continue reaching their target audience more effectively. Alcohol brands such as Bacardi, for example, may consider advertising alongside news content related to Covid-19, but wish to avoid parenting environments.

Timmy Bankole, associate director of digital operations, said: “SCMP is already applying SIGNAL to all direct campaigns to ensure brand safety, but with some customisation for direct clients we can really drive campaign performance, too”. 


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 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. 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.