Virtual conference explores Asia’s new advertising landscape

December 17, 2020
SCMP Updates
Native advertising will continue to be effective in the post-Covid-19 “new normal”, Johnny Ng, South China Morning Post’s marketing solutions director, told this month’s #DMWF Asia virtual conference.

Ng, who leads Morning Studio, SCMP’s dedicated branded content arm, also revealed the types of stories that have been told over the past 12 months at the two-day Digital Marketing World Forum event, hosted in Singapore on December 2.

The power of storytelling should never be underestimated, especially in unprecedented times, he said during his online talk, “Inspirational storytelling amid the pandemic: the value of native advertising”.

Ng also said that the online platforms on which such content is published are also vital.

During his talk he shared three key insights that he has learned while working with brands during this year’s continuing outbreak of the coronavirus disease, Covid-19.
  1. Organisations, especially governments, need to project optimism. Covid-19 has affected all aspects of life – with businesses shut down, lockdowns imposed and lives disrupted. 
  2. Governments and governmental organisations  must project optimism not only to residents, but also to those people and businesses that seek to invest – and these public relations messages are best relayed through content. For SCMP, stories highlighting how a city and its people and businesses – and its collective spirit – have embraced innovation to tackle challenges such as Covid-19 have worked spectacularly well. Tourism industry invests in storytelling to communicate recovery during the pandemic. With international flights suspended, many native advertising tourism campaigns have been focused on domestic travel that appeals to local  residents. However, these activities will certainly serve as inspiration for when travel resumes in the future.
  3. Innovation cannot be thwarted – and must be celebrated. Last but not least, organisations need  to convey the message that innovation cannot be thwarted, and should continue to be celebrated – especially during challenging times.

The conference also highlighted the latest marketing trends and strategies, including virtual reality, artificial intelligence, influencer marketing, user experience (UX), customer experience (CX), e-commerce, content marketing and data analytics. 

Get in touch with Johnny Ng or contact Morning Studio today to learn how the team can help you tell your unique brand story to your desired audience during times of uncertainty.

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.
For further information, please contact us