Channel Factory has launched operations in Australia, appointing former head of product marketing for TikTok, Kevin Wong, as vice president of APAC.
The company is a global brand sustainability platform and YouTube measurement program partner, utilising YouTube’s video database to create advertising opportunities.
Wong will be responsible for leading operations, product strategy, development, and driving sales growth, working alongside managing director Alex Littlejohn, according to a Channel Factory spokesperson.
“We will [build a better digital advertising ecosystem] by connecting brands with the right consumers in the right context; content that incorporates a brand's definition of what is and is not suitable for that brand to be running adjacent to,” said Wong.
“Currently, there is a disconnect between the level of investments brands are making in user-generated content platforms, and the level of contextual targeting of audiences. Our goal for Channel Factory is to eliminate this reputational risk whilst maintaining the ROI of their campaigns across YouTube today and all platforms in the future.”
Formerly employed at TikTok, PwC, HalcyonBird Media and Unlockd, Wong is experienced in the digital space.
His hiring follows a number of new appointments, with the company planning on continuing its operations scaling across Australia and Asia, a spokesperson said.
Littlejohn commented on the hiring, saying: “Kevin has a wealth of international experience, and we are delighted to have him spearhead our operations in Australia and the wider APAC region.”
“Channel Factory’s brand suitability solution goes far beyond traditional brand safety technologies and brings the contextual alignment of traditional TV and broadcast environments to user-generated content, while embedding its own brand values into the media planning strategy. Brand suitability is the metric that marketers need to work towards, in making sure they maximise their return on ad spend. Our expansion to Australia is a step further in our mission to enable CMOs to consciously connect with consumers.”