Starcom Mediavest Group (SMG) announced today (21st September) the SEA launch of CONTENT@SCALE™, an agile marketing solution that empowers marketers to scale quality content in real-time.
CONTENT@SCALE™ is a suite of proprietary products that combines industry-leading technology, premium publisher partnerships and in-house specialists to enable brands to activate content at the speed of conversation, by combining the power of dynamic content creation and curation with scaled distribution in a single solution. It compliments with the agency’s current range of tech partnerships and solutions.
Jeffrey Seah, Country Chair VivaKi, CEO Starcom Mediavest Group SEA,comments: “We all know that digital, data and content do not live in siloed parts. CONTENT@SCALE™ reflects our next pivot – unleashing the power of integrating them all together. As technology changes the speed and way people engage with content across devices, its imperative successful marketers are able to connect with consumers in real time.”
CONTENT@SCALE™ consists of two different products: owned and licensed. CONTENT@SCALE™ Owned enables brands to scale and amplify their own content and assets, including content from brand websites, YouTube videos, Tweets and Facebook posts, through dynamic ad units across paid display advertising. By amplifying existing assets, brands have seen a 4x increase in engagement vs. a standard rich media placement.
CONTENT@SCALE™ Licensed allows brands to identify, source, publish and scale 3rd party content from premium publishers within their display media, all curated by in-house specialists to ensure relevancy and engagement. The licensed product has helped increase relevance and shift perceptions resulting in increases upward of 15%. Through CONTENT@SCALE™ Licensed, marketers have access to more than 300,000 pieces of evergreen content already available with existing publishing partners, including AOL, Time Inc and Forbes.
In SEA, SMG has initiated discussions with dozens of local publishers and content companies to increase the pool of locally relevant content in native languages, made easily available for the agency’s clients.
Starcom launches Content@Scale in SEA after the successful roll-out of CONTENT@SCALE™ in North America, LATAM, EMEA, Russia, Canada, India and Australia, which has seen proven results demonstrating up to four times the engagement of rich media benchmarks, as well as positive shifts in perception and purchase intent for clients.
Ian Loon, Head, Digital Leadership, Starcom Mediavest Group SEA comments: “The technology-fueled solution addresses real challenges faced by marketers today in needing their communication to be agile, without the pains of overcoming technology and process hurdles. SMG is bringing together precision marketing, automation and creative capability to our clients at global scale, with local impact like never before. We are architecting experiences, marrying the art and data-driven science around our business for the work we do with brands.”
