Singapore-based media network SPH Media has announced a partnership with X10 Media, a subsidiary of the media tech collective TSL Media Group. The partnership aims to integrate influencer marketing into SPH Media’s suite of services, creating what the companies describe as a “one-stop solution” that connects brands with consumers across the full marketing funnel.

The news comes as Southeast Asia’s digital economy reaches a gross merchandise value of $263 billion, according to research by AnyMind Group.

Shifting Consumer Behavior Drives Strategy

With more than half of Singaporeans making purchases influenced by social media creators and 41% valuing influencer endorsements, the partnership addresses documented changes in regional marketing dynamics.

Recent industry research indicates video formats consistently outperform other content types throughout the consumer journey, with influencer videos achieving the highest engagement at the awareness stage. The AnyMind Group report specifically notes that Singapore shows particularly strong responses to influencer-led content.

“This partnership strengthens SPH Media’s commitment to helping brands tell compelling stories, deepen audience trust, and drive real business outcomes,” said Kuek Yu Chuang, Deputy CEO at SPH Media, in a press release.

The traditional marketing funnel has transformed into what researchers describe as “a dynamic and unpredictable network of interactions” spanning multiple platforms and formats. The collaboration aims to navigate this complexity by combining SPH Media’s omnichannel reach with X10 Media’s expertise in influencer marketing.

Bryan Choo, CEO of TSL Media Group, emphasized the full-funnel approach: “By combining our strengths, we’re giving partners a full-funnel solution to engage consumers and drive guaranteed outcomes.”

Engagement Metrics Shape Offerings

The partnership’s offerings include:

• A curated creator community across multiple lifestyle verticals
• Social-first creative strategies optimized for major platforms
• Performance-focused planning for awareness, engagement, and conversion
• AI-powered audience matching based on campaign goals

X10 Media brings experience from over 1,000 campaigns across the region, where the report finds that time-sensitive ad exposure is critical, with most consumers needing to see an ad 3-5 days before moving into the consideration stage.