Outbrain inks content partnerships with EenaduIndia.com, Mediacorp

EenaduIndia.com, a multi-lingual portal from regional publication house Eenadu, and premium content discovery platform Outbrain have announced an exclusive partnership that will see the media company deploy the full range of Outbrain Engage solutions to further enhance its digital strategy, drive monetisation and power personalised content journeys.

Outbrain’s personalised content recommendations will be seamlessly integrated across the desktop and mobile sites of EenaduIndia.com and will allow the publisher to fully leverage the Outbrain technology platform to maximise their monetisation opportunities and drive deeper engagement and audience growth.

“Content distribution has played a key role in our digital strategy thus far, and we believe that we’ve now found the right partner in Outbrain to help us raise the bar in content and user engagement. Outbrain’s focus on improving monetisation and audience engagement was a key driver in our decision to launch this partnership, especially as digital content consumption is expected to skyrocket in India in 2016 and beyond. Through this partnership, we aim to not only enhance the user experience for our readers, but also maximise our monetisation opportunities, driven by a strategic and relevant, native experience, too,” said AJ Christopher, National Head Marketing, Eenadu Group.

“We’re pleased to partner with EenaduIndia and deliver technology that enables them to drive high quality sponsored content that is personalised to their readers’ interests,” commented Sigrid Kirk, VP of Engage APAC at Outbrain. “Our focus is giving publishers the tools, flexibility and control they need to serve quality content, create positive user experiences and garner long-term reader trust – all increasingly important factors in today’s fragmented media landscape, where choice is in abundance and readers can easily skip from one digital property to another.”

Sandeep Balani, Director, Business Development India at Outbrain, added here, “We are thrilled to launch a partnership with a great regional publisher like EenaduIndia. Establishing strong relationships with regional Indian publishers will be a key focus for Outbrain in the coming year. Our vision is to drive higher revenue opportunities for publishers, while at the same time delivering detailed analytics and insights that help to power uniquely personalised journeys for our publishers’ core digital users.”

Outbrain has driven expansion into the Indian market for the past four years. It is considered one of the world’s fastest growing regions and presents a big opportunity for publishers, brands, and marketers looking to connect with consumers via content. To date, Outbrain has established key partnerships with leading Indian publishers including: Indian Express, The Hindu, Network18, Viacom, Sanjeev Kapoor and several more.

Meanwhile, Outbrain has also announced a two-year partnership with Mediacorp, one of Singapore’s largest media companies with the widest range of media platforms spanning digital, television, radio, print and out-of-home media.

Specifically, the arrangement allows Mediacorp’s online properties – Channel NewsAsia and TODAYonline – to fully leverage the Outbrain technology platform to drive deeper engagement and audience growth, power key insights and analytics about their core digital users, and maximise monetisation opportunities.

As part of the partnership, Mediacorp will also gain access to Outbrain’s Visual Revenue, which will enable its editors to observe real-time data on content performance, and take action to drive deeper engagement. Through this unique offering, the editorial teams will be empowered with an end-to-end solution to optimise their content across multiple channels, devices and screen sizes, using automated and editorially controlled solutions.

Sigrid Kirk commented, “We are delighted to renew our partnership with Mediacorp and together we will continue to drive digital publishing innovation in the region. 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.”

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

Outbrain will aggregate Mediacorp’s audiences with those from its previous local publishers and global site wins, such as News Corp Australia, The Philippines Daily Inquirer, Indian Express, Fairfax, CNN, Time Inc., and Mashable.

Its reach now includes a wide and diverse selection of verticals, so that brands can select audiences by interest, previous brand engagement, postcode, device and demographic data. This allows them to target insightfully and connect with audiences meaningfully, with non-invasive formats that do not disrupt the user experience and help turn brand stories into measurable brand results.

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