Social media programmatic firm gets US$54mln funding, opens SG office

Automated marketing company RadiumOne has opened its first Southeast Asian office in Singapore.This came on the heels of a US$54 million capital to boost the firm’s APAC expansion plans announced last week.Kerry McCabe(pictured), managing director APAC, said this injection of funds would further support the establishment of a strong presence across the SEA region through the second half of 2015.RadiumOne services over 70 leading brands and publishers across the region utilising its Po.st sharing and data capture software to drive new audience and revenue.RadiumOne is working with brands and media agencies to drive upper-funnel prospecting. The company was recently selected to manage customer acquisition and prospecting activities for the recently launched SVOD service, iflix.RadiumOne’s first Singapore based executive, Charlie Ballie, will commence in mid-July in the role of SEA business development director, having spent the past three years at RadiumOne UK.Prior to RadiumOne, Charlie held a number of marketing and commercial roles at start-ups and a leading global entertainment company, including five years at Universal Music Group UK where he oversaw all digital marketing activity across a front line label.Baillie said, “Advertisers are not only realising the potential of programmatic, they also want to unlock the value of sharing. The chance to move with this business and lead the exciting SEA markets was one I jumped at.”“We provide brands and publishers with software to capture and analyse sharing data across all social channels -  we then act on it while consumer intent and interest is peaking which for many has been the missing link between social data and paid media strategy,” said McCabe."Our existing and new shareholders are backing the business to continue to build on the current momentum and our unique market position; connecting sharing-based intent and interest data across the open Web and mobile, with paid media effectiveness,” McCabe added.