Exponential Interactive names new country manager

Exponential Interactive has appointed Celine Liew as country manager in Malaysia.In her new role, Liew 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 growing Malaysian marketplace.Prior to this, Liew was regional sales director and video specialist, advancing Exponential’s market position in Southeast Asia by increasing demand for its video products across display, in-stream and mobile.Liew 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. 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, and secured significant budget commitments from FMCGs including P&G, Nestle and Unilever.On the appointment, Ben Maudsley, Exponential’s managing director, APAC said, “Liew has been instrumental in leading our video technologies and capabilities in Malaysia, educating brands on how they can increase engagement with their consumers. She has been key to our growth in Malaysia and South East Asia and her appointment in this role was an easy and logical decision. We look forward to working hand-in-hand with Liew to fuel the growth of Malaysia further, as Southeast Asia becomes an increasingly important market for Exponential.”With immediate effect, Liew 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 its online advertising campaigns.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.On the back of these trends, with the Malaysia Digital Association pushing to standardise and endorse a standard measurement platform as of early February 2016, the country is likely to witness an overall increased confidence amongst brands in terms of maximising the value of their digital investments to engage with consumers.On her new role, Liew commented, “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. I’m honoured and very excited about the opportunity to share Exponential’s strong offer in the market and grow the business in Malaysia."