Digital advertising technology organisation Allegiant Media announces it has been appointed by Eternity Marketing Technology to launch the EternityX brand in Australia and New Zealand.
EternityX is a leading AI omni-channel marketing platform delivering real-time insight into Chinese consumer behaviour, effectively eliminating the guesswork and challenges that advertisers have faced when targeting Chinese consumers.
Overseen by Richard Andrew, Managing Director of Southeast Asia and Australia and led locally by Luke Bussell (pictured), Director, EternityX Australia will focus on connecting brands and consumers through cross-border, cross-culture e-commerce and service offering initiatives, such as advanced education between China and Australia.
Allegiant Media has been assisting advertisers and their agencies in both private and public sectors to connect with Chinese-speaking audiences in Australia and mainland China for a number of years. During this time, advertisers and agencies have shared similar aspirations for their Chinese digital media buys in 2021 and beyond, which EternityX will deliver on including:
- Transparency on media placements and campaign performance
- Live access to insights and reporting
- Brand-safe environments measured with third party verification
- The application of global learnings and expertise to local campaigns targeting Chinese consumers.
Luke Bussell , Director ANZ said, “Allegiant Media is excited to bring EternityX to Australia. EternityX impressed us with their omnichannel marketing platform which brings increased levels of transparency and accountability consistent with the market’s expectations.
EternityX’s supply agreements, particularly for international markets, are unrivalled. This ensures advertisers have access to premium inventory at scale, driving significant improvements in campaign performance.”
When discussing the Chinese Australian consumer, EternityX saw fantastic opportunities for advertisers who tailor their messages. A soon to be released study on media consumption habits of Chinese speakers in Australia commissioned by EternityX found:
- 4 times as many Chinese consumers reported being more likely to purchase from a brand that goes to the effort to advertise in Chinese on Chinese media platforms
- Xiao Hong Shu (Little Red Book) has 35% more regular uses than Weibo
- Chinese streaming services attract 183% more viewers who don’t speak English at home than Free to Air TV.
Richard Andrew, Managing Director, Southeast Asia and Australia commented, “the Chinese media landscape is complex and ever evolving, and companies need help staying on top of the best ways to reach their targets.
It is the right time for brands to be building connections and relationships with Chinese Australians. To bridge this gap, we advise our clients on crafting campaigns that are most relevant to Chinese Australian consumers. We see that localised content for e-commerce and social commerce channels as absolutely essential in order to gain traction within the community.”
The Allegiant Media Chinese business unit will be integrated into EternityX with current Head of Chinese Partnerships and Media, Tony Skvarc, moving into the position of Sales Director ANZ.
Tony will work closely with Luke with a strong focus on client relationships, Chinese consumers and data-driven campaigns.
Tony Skvarc, Sales Director ANZ said, “I am excited to bring EternityX’s full product suite to Australia. EternityX ’s class-leading technology in multi-dimensional audience profiling allows advertisers to precisely reach Chinese consumers locally and abroad through premium sites and apps programmatically.
With dedicated teams running e-commerce, cross-border, Key Opinion Leaders (KOL) and Key Opinion Consumers (KOC) campaigns, we can deliver integrated solutions across the Chinese digital ecosystem.”
EternityX’s Australian headquarters is located in Surry Hills, Sydney and a Melbourne office is expected to open by mid 2021.
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