Mediacorp is partnering up with Mothership, Popcorn and theAsianparent to bolster its position as the top digital network for advertisers and agencies in Singapore, and reach out to the younger audiences. Mothership is a mobile-first Millennial content platform with over two-thirds of their audience between the ages of 25 and 44. Movie app Popcorn reaches more than a million movie-goers and parenting platform theAsianparent has a reach of 1.2 million unique visitors.
Under the agreement, the trio will support Mediacorp in delivering comprehensive marketing solutions to clients through the provision of branded content.
Mediacorp will be the exclusive representative for all direct and programmatic media sales in Singapore for the three partners.
Mediacorp’s chief commercial and digital officer Parminder Singh said these partnerships will enable greater scale and further strengthen its suite of content solutions for advertisers and agencies. Speaking at a press conference, he said that when looking to forge these partnerships, Mediacorp looks to tap into brand-safe publishers to ensure client trust is not hampered. As such, Mediacorp partners with companies who share the “same values and mindset” in creating content that is premium and brand-safe, “so advertisers can be assured that their ads will be in a similar environment in terms of quality as Mediacorp’s”. He added that these conversations with potential partners are often drawn over longer time frames to ensure that the partner companies’ visions are not compromised and they are on board with Mediacorp’s “transmedia” positioning.
While Mediacorp focuses mainly on general news and entertainment, it also looks out for good, thematic content from other verticals. It looks out for partners that provides “complementary content” and synergy, and aligns to its goal to provide trans-media solutions to advertisers, added Singh. With the three new editions, the Mediacorp Digital Network now comprises eight partner brands in total – ESPN, VICE, Singapore Tatler, YouTube, 99.co, Mothership, Popcorn and theAsianparent. Along with that, there are currently 10 digital brands owned and operated by Mediacorp which are CNA, CNA Lifestyle, CNA Luxury, TODAY, BERITA, Seithi, 8 World, Toggle, MeRadio and 8Days.
Meanwhile, Popcorn founder and CEO, Ken Ming Lee, said, “We are excited to join the Mediacorp Digital Network to offer advertisers a new way of reaching consumers before they step into shopping malls. We believe that Mediacorp’s track record and expertise will help us reach new heights.”
Roshni Mahtani, theAsianparent’s founder and group CEO added that as theAsianparent enters the next phase of growth, this strategic collaboration enables it to tap on Mediacorp’s expertise in the digital network space to enhance its solutions and grow its clientele base while continuing to grow our parenting community network.
Meanwhile, Mediacorp announced in November that its digital products will be brought under an umbrella of “me” branding in January 2020. OTT service Toggle will be renamed to meWatch, and digital radio MeRadio to meListen. Loyalty programme MeClub will also be renamed as meRewards. This came shortly after the company launched its “Made for you” brand campaign to strengthening its relevance to consumers, advertisers and the community.
The brand positioning comes as the media conglomerate focuses on creating localised content and going beyond the stereotype of a broadcast-only company. With the new campaign, Mediacorp aims to reinforce its position a holistic media company with both digital and traditional offerings.
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