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SPH deepens foray in content marketing with BrandInsider relaunch

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Singapore Press Holdings (SPH) has relaunched Content Studio as BrandInsider, to provide content marketing solutions to SPH advertisers.


SINGAPORE Press Holdings (SPH) has relaunched Content Studio as BrandInsider, to provide content marketing solutions to SPH advertisers.

The move signifies the greater emphasis the media giant is placing on content marketing compared to more traditional methods of online advertising. In March, it was reported that SPH had bought a 34.7 per cent stake in video-led content marketing company Brand New Media.

Cynthia Loh, editor of BrandInsider, said: "Ad banners are no longer as effective in enticing click-throughs. Content marketing addresses the drop in views faced by 'traditional' methods of advertising. Since 2015, ad-blockers have also hampered the reach of ads."

Content Studio was set up in 2014, and has since executed 60 brand initiatives for advertisers including Audi Singapore, Manulife, Singapore Airlines and Delta Air Lines.

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The rebranding also marks a transition towards more customised solutions for advertisers.

Ms Loh said: "With the revamp, we are looking into offering customised designs and layouts that will take some time to execute but can better align with a client's brand voice."

"We are also happy to announce a new BrandInsider (a content hub) that was created for Canon's line of printers," she added. "There are other projects in the pipeline, and we will share them in due time."

The four-member BrandInsider team comes with 10 years of editorial experience ranging from journalism to design and video.

"As SPH Digital's content marketing vehicle, BrandInsider combines the finest in SPH's heritage of credible journalism and the best practices of content marketing to innovate and create impactful native content that allows advertisers to amplify their brand message," Ms Loh said.

Through BrandInsider, advertisers can reach out to the unique demographics which SPH platforms such as The Straits Times Online, AsiaOne, The Business Times and Lianhe Zaobao offer.

The content marketing division also offers the unique ability to access audience analytics on SPH platforms, giving advertisers a clearer view of who their content is reaching.

In addition, the relaunch sees a new masthead for BrandInsider and more cohesive branding across all BrandInsider platforms.

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