SINGAPORE — Leading global brand suitability platform and YouTube measurement programme partner, Channel Factory, appoints former PubMatic Country Manager, Marcus Pousette as Managing Director for its Southeast Asia operations. The move comes as Channel Factory scales up its efforts in the region by leveraging Asia’s growing online advertising market.
Joining Channel Factory’s Asia-Pacific executive leadership team, Pousette will work closely alongside Channel Factory President, Alex Littlejohn, to drive business growth across the Asia-Pacific region. Pousette will also lead the company’s go-to-market strategy, sales, and operations teams across Southeast Asia and India.
Pousette was the former Country Manager Southeast Asia, Greater China & Korea at PubMatic, and has amassed over eleven years of experience in the digital advertising sector. He brings with him a successful track record in revenue growth, managing large accounts across enterprise verticals, while establishing and expanding businesses into new international markets.
Littlejohn said, “I am thrilled to have the opportunity of working alongside brilliant people like Marcus, and push for progress, further transparency and conscious advertising across the industry. Marcus’ experience in scaling a company for international success will be invaluable to us as we continue to focus on the importance of brand suitability and elevate online advertising standards for our clients. Having someone with such calibre on board is crucial as we gear towards the continued expansion of our business heading into 2022.”
Commenting on his appointment, Pousette said, “By joining one of only seven accredited YouTube Measurement Partners globally, I am excited to join Alex and the team in building a better digital advertising ecosystem especially in a market that is rapidly evolving. Furthermore, in a region that is extremely diverse, there is the added challenge of brands relating to the right consumers. Our goal at Channel Factory is to enable brands and marketers to consciously connect with their audience in the right context, and align with their brand values.”
Along with Pousette, Channel Factory has made a number of hires to its Southeast Asian team including MediaCom’s Dhanesh Tarani, AnyMind Group’s Dawn Lee, and dentsu’s Tom Yap. This is in line with Channel Factory’s business plan in expanding its operations across the region, specifically in Singapore, Thailand, Indonesia, Malaysia, Vietnam, and the Philippines.
Channel Factory’s proprietary platform has enabled brands to contextually target audiences on user-generated content platforms, thus allowing them greater control over ad placements that aligns with their brand values while eliminating reputational risks. By maximizing both performance efficiency and contextual suitability, Channel Factory turns YouTube’s 5 billion videos and 500 hours per minute of new content into brand-suitable, efficient advertising opportunities.