Broadcaster and media enterprise Mediacorp has signed a new multi-year deal with online advertising specialist Outbrain, to help with optimising and streamlining the content that it offers across the web. The Singaporean business said that the agreement would be key in its efforts to boost engagement and traffic for its digital properties. 

Mediacorp is currently the largest media broadcaster in Singapore, with seven TV channels and 13 radio channels plus other ventures in film-making, print publishing and interactive media. The deal will initially benefit its two core online news properties, TODAYonline and Channel NewsAsia.

Mediacorp will now use the “Engage” suite of tools provided by Outbrain, which promises to transform native audience engagement and empower publishers through customised modules, responsive design, traffic shaping, enhanced video options and native campaign support via Amplify. Specifically, Mediacorp has revealed that it wants to use the product to improve how readers and viewers engage with the content it creates as well as monetise traffic.

The initial two-year deal will also enable journalists to track real-time content performance by implementing Outbrain’s “Visual Revenue” editorial tool. On the monetisation side, Mediacorp will also benefit from the fact that Outbrain facilitates the coming together of fellow publishers from across the globe to drive traffic. This means that Mediacorp will now place content recommendations within articles to other publishers that have entered into deals with Outbrain, which include American network CNN, online news site Mashable, The Indian Express, News Corp Australia, The Philippines Daily Inquirer and Time Inc.

“Mediacorp is constantly looking at new ways to provide long-term value for our clients, and native offering is a good option from Outbrain,” Low Boon Kiat, digital partnerships lead at Mediacorp, said. “We look forward to deeper audience engagement using stronger analytics and real time content performance enhancement obtained from Outbrain’s Visual Revenue.”

Engage APAC Vice President Sigrid Kirk added: “Outbrain had initially started out as a recommendation product, but with a strong commitment towards staying on top of industry needs, and continuous innovation, we have now evolved into a guided personalisation platform that serves multiple publisher stakeholders, affords our partners with the flexibility to embrace digital opportunities and continues to deliver what audiences crave.”