SPH Digital to give advertisers more bang - softly

SINGAPORE Press Holdings (SPH) launched its suite of digital advertising solutions under the SPH Digital brand yesterday. The brand's new unit, Content Studio, will give advertisers an alternative way of communicating with consumers - without hard sell.

Content Studio will produce content that gives relevant information related to a product in a way consistent with the brand message, rather than directly pushing the product. For example, an agency marketing tours to South Korea could sponsor content about Korean food.

Content Studio's executive content curator, Ellen Joy Anastacio, said this is a more subtle way of marketing, and completes a brand's overall campaign strategy. "It allows brands to communicate with their customers without shouting at them to buy what they are selling," she said.