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The Smart Local launches 24-hour ad service to help combat issues ‘beyond control’ of advertisers

Singaporean lifestyle website The Smart Local has launched a service to meet tight ad deadlines and to help combat situations “beyond the control” of advertisers and agencies.

The publisher has said it will create and push out content across its platforms within 24 hours of receiving a brief where advertisers have “super urgent deadlines”.

While The Smart Local (TSL) has produced ad hoc work for clients within a day, it is now formally launching the service more widely. It will be limited to “straightforward posts and videos”, the company said.

TSL managing director Bryan Choo said: “We’ve had an instant content group in place for organic content since the start of the year to help us be the first to cover popular events in Singapore and we’ve been utilising the team when clients came to us with urgent deadlines or when they needed a quick wave of extra publicity.

“As we were already consistently providing this to clients when requested we figured we’d make it an official service.”

Under the service, TSL said articles or videos will be published and pushed through its editorial pages and across Facebook and Instagram.

One recent video for the Molecular Gastronomy Festival in Singapore was filmed, edited and submitted in four hours, Choo said.

In addition to promoting events such as pop-up stores and festivals, Choo predicted the service would be particularly beneficial to “media agencies and clients who end up in situations beyond their control”.

“Perhaps there is a sudden change in budget, or there’s a new directive to do something seasonal or they need to react urgently to something a competitor has done,” he said. “Having a 24-hour service will provide the ability to develop something fast to adapt to any change.”

Choo said the business is already set up to respond quickly to briefs and claimed advertises are surprised at the turn around times.

“I find the industry is still conditioned to print-ad purchasing lead times which can take a few months. So many are pleasantly surprised to hear we can produce articles in one to two weeks and even complex videos in under a month.”

A dedicated content strategist has been hired to oversee the 24-hour service that will apply to TSL’s sister sites, eatbook.sg, zula.sg and MS News.

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