News

Oath launches global content studio RYOT in Singapore

Oath – the newly named media giant featuring AOL and Yahoo’s various brands – is to launch a South East Asian hub of its content studio RYOT in Singapore.

 

Founded as a small independent media company and virtual-reality studio by a group of humanitarian aid workers and filmmakers, RYOT was bought by Verizon’s AOL in 2016.

The studio will now be consolidated with Yahoo Storytellers Singapore to form a fully-fledged content marketing agency under the name RYOT.

The move follows a number of other major publisher pushes into content marketing in Asia, including FOX Networks Group, The New York Times and both Singapore Press Holdings and Mediacorp.

RYOT currently employs 10 people at Oath’s office in Anson Road, Singapore. Globally the studio works with American Family Insurance, Jack Daniel’s, Sleep Number and Sun Life Financial, but has yet to sign on any local clients. 

“With continued growth in mobile, content marketing will be the key to successfully building the brands of the future,” said John DeVine, chief revenue officer of Oath. “RYOT Studio is at the forefront of this disruption, helping top agencies and brands build deeper relationships with consumers with brilliant content marketing.”

US telco Verizon bought AOL in 2015 and Yahoo in 2016 and brought together its media properties under the Oath brand in June this year. As well as Yahoo, they include Tumblr, HuffPost, TechCrunch and Engadget.

Two months ago, Oath boss Tim Armstrong announced the company’s ambitions to expand into China. 

Naming 2018 as the year when the market will see the company’s China strategy executed, he said: “It’s a really big opportunity – really big.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing