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Tech In Asia revamps branded content offering

Tech In Asia's infographic for IDA

TIA’s infographic for Infocomm Development Board

Technology website Tech In Asia has launched a series of new branded content features including more multi-media options for advertisers.

The site, which is read by tech enthusiasts, entrepreneurs, and
investors, is to offer brands interactive microsites, infographics and social media videos.

Advertisers to have used the site’s branded content offering to date include Infocomm Development Board, Braintree and Citi. Sponsored content is labelled with “Brought to you by…” at the top of the page, with the company’s logo.

TIA has a separate team that produces branded content, which goes through a blind, double-editing process to ensure that quality is standardised, Valeri Inting, head of branded content at Tech In Asia, told Mumbrella this afternoon.

“If a piece of content wouldn’t have made it as organic content, it wouldn’t make it through just because it’s paid for,” she explained.

Inting commented that there is a disconnect between the positioning of many brands as innovative, creative and disruptive companies, and the platforms used to execute their online marketing.

Inting said the new offering was geared up to offer advertisers now taking notice of metrics beyond page views to capture attention “in a fast-paced, competitive, mobile-centric digital environment.”

TIA’s branded content is edited by Annie Teh, the former editor of Vulcan Post editor and PRecious Communications account exec, who was appointed branded content editor in May this year.

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