Outbrain to break into China through renewed partnership with SPH

With this agreement, SPH will continue leveraging Outbrain’s Smartfeed that allows the media company to marry editorial curation with personalisation.

Smartfeed is a technology that helps publishers compete with the feed experience popularised by Facebook and Google, and allows publishers to customise the consumer experience, improving both engagement and revenue. It is designed for a range of content from promoted articles to editorial pieces to videos, and functions across all devices including desktop, mobile, and apps. With this tool, SPH will be able to drive audience growth and engagement, while increasing revenue opportunities.

According to Chris Mockford, head of publishers, APAC at Outbrain, the renewed partnership will allow the company to extend its presence not only in SEA, but also into China across SPH’s Chinese language sites.

"Outbrain is committed to creating the best native experience for the consumer, whilst also connecting leading brands to SPH’s highly engaged audience, especially in an era where brand safety and quality are top of mind. This engagement is proof of our dedication and investment to supply the best monetisation and engagement tools to the world’s top publishers,” he said.

Meanwhile, Michael Chng, head, digital development, Media Solutions Division at SPH said Outbrain’s technology provides effective tools that enables SPH to deliver meaningful engagement and growth across all its markets. Recently, SPH's Lianhe Zaobao launched its own English-language e-magazine titled ThinkChina, in give English language readers a deeper and broader understanding of China and its influence in this region. According to SPH, this magazine will carry in-depth reports and analysis that are selected from Zaobao, along with contributions from invited writers.

Zaobao also looks to break the language and culture barrier, and provide perspectives to the understanding of China among English-language users in Singapore and around the world. Sister newspaper The Business Times will also share selected articles from ThinkChina weekly and aid in expanding the ThinkChina readership.

The media company also had a shuffle in its leadership which saw former Courts marketing director Joanna Ho take on the role of the new head of business planning and operational efficiency. She will be tasked to handle areas such as organisational development on both the talent and training front, and advertiser outcomes integrating both offline to online and eCommerce. Meanwhile, SPH CMO Ignatius Low will also now take on the new role of chief commercial officer of SPH media solutions.

The news comes shortly after Marketing broke the news of industry veteran Helen Lee taking on the role to head up its product development and innovation. In addition to the new hires, former GroupM talent Linda Lim’s role will be expanded to head of content solution and market development.

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