Elsie Cheung, the chief operating officer of South China Morning Post, says creating a robust new in-house data team has been critical for supporting the needs of advertisers.
In this video, recorded at the Campaign360 conference in Singapore, she discusses how publishers can maximise benefits through managing their own higher-quality first-party data.
Cheung also weighed in on the changing preferences in ad placement around news.
In the good old days, advertisers were happy to have their ads anywhere in a newspaper that was well-read, Cheung says, but now "brands are more and more concerned about controversial subjects," even if audiences have a strong appetite for them.
SCMP, she notes, will not shy away from critical analysis and will continue to publish important journalistic stories. But now, its Brand Studio is playing a larger role for advertisers, as is content that helps to explain cultural differences between regions.
- Read our report on Cheung's panel discussion at Campaign360: "Wanted: Agency partners with backbone"
Cheung also weighs-in on SCMP's growth strategy, in working with Google and Facebook while working with brands directly on video and other content.
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