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Indonesian internet giant KapanLagi talks to agencies for launch of social content site Brilio

Brilio.netIndonesian internet firm KapanLagi, which was recently acquired by Singapore’s MediaCorp, has been talking to agencies ahead of the launch of its Buzzfeed-like social content website Brilio.

The site, which is still in the early development phase, has grown to 600,000 monthly unique users since soft-launching in April without any promotional spend, chief marketing officer Ben Soebiakto told Mumbrella today. But KapanLagi is exploring ways to “launch properly,” he said.

Brilio is the newest addition to KapanLagi’s arsenal of web properties that includes entertainment site KapanLagi, news outlet Merdeka, football site BolaNet, women’s portal Vemale, and Otosia, a site for car enthusiasts.

Ben Soebiakto

Ben Soebiakto

The company is considering launching without introducing banner advertising on Brilio.net and running only native ads and other forms of content marketing, Soebiakto told Mumbrella.

“We know that the effectiveness of banner ads is in question, so we might not sell banners at all,” he said.

The company has been testing the idea of a content series with an e-commerce firm, Soebiakto shared.

“Everything is about content marketing now,” he said. “Quality content will bring a bigger audience than traditional advertising.”

“The audience that will jump out for deals and special offers are not the consumers we’re looking for. With e-commerce, you need a real conversation,” Soebiakto said.

MediaCorp acquired 52 per cent of KapanLagi’s owner KLN Group in May, a deal that gave the Indonesian media firm more scope to expand across the region.

Three months before the acquisition, KapanLagi merged with Fimela Group, a network of websites that Soebiakto led as CEO. After the merger, Soebiakto was appointed to lead sales and marketing division for the combined entity.

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