Star Media Group is pushing ahead with its digital program as it intends to stay ahead and strengthen control over digital space.
There are three types of revenue for the group, namely, digital advertising revenue, digital subscription advertising revenue, and platforms and services.
Chief Operating Officer Roy Tan said the group's goal is to earn 1 out of each of the above in the next few years.
As for the digital strategy, he said that it is related, among other things, to the strengthening programme (
Digital advertising)
Establishment of business and growth marketing team.
According to Zenith Media, two people
By next year, the world's third or 67% digital monitors will be sold in a programmed way.
The value of advertising sold in programming will rise from $57.
5 bil to $84 in 2017.
In 2019, the average annual growth rate was 21%.
In the first half of this year, digital revenue increased by 50% over the same period last year.
In this figure, 10% of the income comes from the programme.
"18 months ago, we started the programming department and set up our programming Data Lab.
This is important because we can help our customers buy advertising space digitally and improve their business.
"The shift to programming is essential because the group covers the top 50% of the audience in the country.
The potential for this business is huge and is an important source of digital revenue, "added tan.
A growth marketing team has been set up to help customers carry out their activities on the digital platform to achieve return on investment or take advantage of the group's media assets.
"The mantra promoted by the group is related to consumers, content and connections.
"We have built a bridge between consumers and brands, but use content as a way to drive this engagement," Tan explained . ".
Since the main source of income comes from the printing sector, will the group's digital strategy affect revenue?
He said there may be some impact in the short term, but as the trend progresses, more consumers will pay for digital content.
"This is not the journey that begins right away, it is the journey that is bound to happen.
"I am optimistic about this and digitalization will work for the group," he added . ".
Will printing make a comeback as digital news is more open to fake news?
Tan said that this is not the case of a particular media, but the quality of the content written, and the reader will be able to distinguish what is false and true.
Whether it's digital or print, brands that really stand out in terms of credibility and engage with consumers will be winners, he added.
Subscription to digital media consumption trends-
The new service, StarBiz Premium, was launched in the fourth quarter of last year.
Users of this service have been increasing since its inception.
StarBiz Premium is a collaboration between StarBiz, The Wall Street Journal and the Singapore Business Times.