Adtech company Exponential Interactive appoints country manager for Malaysia

  • Celine Liew comes with 12 years of media experience
  • Was previously regional sales director and video specialist

Adtech company Exponential Interactive appoints country manager for MalaysiaDIGITAL advertising and marketing company Exponential Interactive has announced the appointment of Celine Liew (pic) as country manager of its operations in Malaysia.
 
She will be responsible for building Exponential’s presence in Malaysia and leading the delivery of the company’s brand engagement and brand performance products in the local marketplace, the Emeryville, California-headquartered company said in a statement.
 
Prior to this, Liew was regional sales director and video specialist for the company.
 
“Celine [Liew] has been instrumental in leading our video technologies and capabilities in Malaysia, educating brands on how they can increase engagement with their consumers,” said Exponential’s Asia Pacific managing director Ben Maudsley.
 
“She has been key to our growth in Malaysia and South-East Asia, and her appointment to this role was an easy and logical decision,” he added.
 
Liew joined Exponential in March 2012 as senior business manager of Malaysia, Hong Kong and Thailand, where she spearheaded the success of AdoTube, the company’s previous in-stream video advertising business division.
 
She brings over 12 years of media experience in the areas of outdoor media, point-of-sale and digital media, joining Exponential after pioneering the first ad network in Malaysia, Komli Media, formerly AdMax.
 
With immediate effect, she will focus on growing the success of Exponential’s proprietary VDX ad formats and Aero technology in Malaysia to provide brands with high performance and brand engagement solutions for their online advertising campaigns, the company said.
 
According to recent reports by both Warc and Nielsen, advertising budgets in Malaysia are increasingly moving towards digital, with advertising expenditure on digital formats rising by 25% in 2015, and investments in the country’s two largest advertising channels – television and newspaper – recording annual declines in the same year.
 
“To catch and hold the attention of today’s online audiences, brands must look beyond traditional advertising and truly understand what digital media has to offer,” said Liew.
 
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