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SCMP unveils native advertising unit

HKT Premier's native ad on scmp.com

HKT Premier’s native ad on scmp.com

The South China Morning Post has officially launched a native advertising division, confirming rumours that emerged some months ago.

The paper has already created native online ad campaigns for clients including HKT Premier, The Venetian Macau and Henderson Land Development on digital properties scmp.com, SCMPChinese.com, nanzaozhinan.com, tablet and mobile apps.

Called SCMP Brand Post, the unit “brings clients closer to a ready audience that is attuned to the consumption environments intrinsic to their brands”, the company says.

SCMP confirmed that brands will be able to use branded content outside of SCMP properties, a common question raised by advertisers.

The news emerges four months after SCMP appointed a new sales chief, promoting Romanus Ng to GM of advertising and marketing solutions.

Ng said in a press release that the new unit is geared to “tailor-making content closely related to advertisers’ brands and thereby creating a digital landscape where our clients can engage readers through vivid storytelling.”

The content created by the newspaper, Ng said, would be “relevant to the consumption habits of their consumers while not directly promoting the advertising brands.”

“In a native advertising environment, brands are able to draw consumers closer to them unassumingly,” he said.

The newspaper claims that, from January to September this year, on average SCMP.com recorded over 10 million monthly page views.

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