SPH inks deal with Google to experiment video and audio news content

Singapore Press Holdings (SPH) has partnered with Google to launch a joint business plan in 2020, marking the first time both companies are coming together to commit resources. The plan will cover three main pillars - growing digital advertising revenue, driving the search for subscription audiences in new platforms and developing the digital video content business.

On the digital advertising front, SPH and Google will collaborate to boost the programmatic ecosystem and expand advertisers’ budget on programmatic direct. On the subscriptions front, both companies aim to work on reducing churn and friction with Google and experiment the delivery of innovative news experiences through video and audio content. In addition, both parties will collaborate in the areas of talent and innovation culture building, as well as industry thought leadership, through Google training, such as design thinking training and certifications.

With this partnership, users of Google Nest Hub will be able to get audio and video news feeds from The Straits Times and The Business Times since it was launched last year. SPH has also implemented enterprise analytics tool, Google Analytics 360, which can be used to effectively track users’ behaviour across multiple channels across apps and websites.

Anthony Tan, deputy CEO of SPH, said the joint business plan between SPH and Google reflects the commitment of both companies to deepen its collaboration in identified areas of mutual interests. Besides potential positive business outcomes, a transforming SPH will stand to benefit from enhanced technology and product innovation capabilities through working with Google, he added.

According to Tan, this will also further strengthen the sustainability of the digital advertising and news publishing ecosystem where both companies are key stakeholders. “The COVID-19 crisis has brought on new challenges and will require us to adapt to new business and audience requirements and expectations,” he said.

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The media company has recently pushed out video content to keep audiences engaged during the circuit breaker period. On its digital platform #StayHomeWithSPH, the site contains video content across the SPH network from signature publications such as The Straits Times and Lianhe Zaobao, SPH magazines, SPH radio stations, and specially curated videos from various partners. Users can also visit the platform for the latest updates on the COVID-19 situation. 

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