Mediacorp forges ad sales and content partnerships with Mothership, theAsianparent and Popcorn

Mediacorp has announced a tie-up with Singapore-based online media company Mothership, parenting site and app theAsianparent and movies and entertainment booking service Popcorn. As a part of the arrangement, they will now be part of the Mediacorp digital network. 

Mediacorp will be the exclusive representative for all direct and programmatic media sales in Singapore for Mothership, Popcorn and theAsianparent. The three firms in turn will bolster Mediacorp’s branded content offering and help it deliver comprehensive solutions to advertisers. The partnership with Popcorn starts immediately and the alliance with theAsianparent and Mothership are scheduled to start in January and February next year.  

Speaking to Mumbrella on the sidelines of the announcement, Mediacorp’s chief commercial and digital officer Parminder Singh said: “We treat our partners as people creating an ecosystem of content. It could come from our own properties like CNA or Toggle, or our partner properties like theAsianparent or Mothership. 

“They have to meet three criteria: provide scale for our advertisers, enable us to provide transmedia content solutions and – very importantly – be premium and brand safe. There can be no compromise on that aspect.

“Our advertisers work with us because they don’t need to worry about objectionable content.”

Asked if Mediacorp had gauged the interest of advertisers before forging these partnerships, Singh said: “That is something we do on a regular basis. For instance, our advertisers said they wanted to reach out to parents in a brand safe way. TheAsianparent was a very intuitive decision since parenting is a huge category. 

“Millennials are also a very important demographic – from technology to sports to consumer product goods. And so when we looked for partners creating meaningful content for youth, Mothership was a no-brainer.”

“Entertainment is an evergreen sector and given our own focus on it, Popcorn was a clear choice.”

He added that the partnership went beyond inventory to leveraging the domain expertise of the partners. He said: “For example, with, one of our partners from last year, we have extended the partnership not just to digital but radio as well. 

“These partnerships are a gateway to an extended organic relationship that’s greater than inventory.”

Describing how being part of the Mediacorp system would work for its partner companies, Singh said: “We create a common advertising solution to make sure that for our advertisers, it is very seamless. There is a process of technology integration between them and us. All their presentations to advertisers happen through us.”

Speaking about the reasons driving these partnerships, Singh said: “There is no standard playbook for the future. The only way forward is experimenting and collaborating.

“ Non-ownership is the key to owning the future. You cannot own all the resources and solutions. You have to find like minded partners who have an alignment in terms of what they want to do. Then, we figure out the commercial backbone we can create to commonly serve our advertisers and audiences.

“The way we look at our role is besides revenue, it is to create an ecosystem that fosters creativity, content solutions and great marketing value for our advertisers. Once you have a common vision, things automatically happen. Gone are the days when a single large player developed a content ecosystem. Scale and value comes from partnerships with partners large and small.” 

Speaking about the reasons theAsianparent entered the alliance Susana Tsui siad: “We have partnered with most of the leading parenting, baby product and infant nutrition brands. In order to scale strategically, we wanted to work with Mediacorp so that they can get deeper into brands and also expand our category and clientele. 

“Our sales force at the moment would never be able to scale as fast. In turn, we are providing a very niche parenting segment for the Mediacorp businesses.”


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