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AI-based martech platform EternityX expands to Australia

Artificial Intelligence (AI) marketing technology business EternityX is opening its first office in Australia, with digital tech organisation Allegiant Media appointed to launch the brand locally.

EternityX is an omni-channel marketing platform which delivers real-time insights into consumer behaviour in China, and its Australian branch will focus on connecting brands and consumers through cross-border, cross-culture e-commerce and service offering initiatives.

Its focus will include advanced education between China and Australia, which Allegiant Media has experience in, particularly in assisting advertisers and agencies to connect with Chinese-speaking audiences in Australia.

Tony Skvarc and Luke Bussell

The Australian operations will be overseen by Richard Andrew, managing director of Southeast Asia and Australia and led locally by Luke Bussell, director EternityX Australia.

EternityX Australia will deliver on several aspirations held by advertisers and agencies for their Chinese digital media buys including:

  • Transparency on media placements and campaign performance
  • Live access to insights and reporting
  • Brand-safe environments measured with third party verification
  • The application of global learnings and expertise to local campaigns targeting Chinese consumers.

Bussel said: “Allegiant Media is excited to bring EternityX to Australia. EternityX impressed us with their omni channel marketing platform which brings increased levels of transparency and accountability consistent with the market’s expectations.

“EternityX’s supply agreements, particularly for international markets, are unrivalled. This ensures advertisers have access to premium inventory at scale, driving significant improvements in campaign performance.”

EternityX’s first Australian office is located in Surry Hills, Sydney, with plans to open a second office in Melbourne by mid-2021.

Managing director of Southeast Asia and Australia, Richard Andrew, said:“The Chinese media landscape is complex and ever evolving and companies need help staying on top of the best ways to reach their targets. It is the right time for brands to be building connections and relationships with Chinese Australians.

“We see that localised content for e-commerce and social commerce channels as absolutely essential in order to gain traction within the community.”

The changes will see Tony Skvarc become sales director for ANZ. He’ll work closely with Bussell on client relationships, consumers and data-driven campaigns.

Skvarc said: “I am excited to bring EternityX’s full product suite to Australia. EternityX ’s class-leading technology in multi-dimensional audience profiling allows advertisers to precisely reach Chinese consumers locally and abroad through premium sites and apps programmatically.

“With dedicated teams running e-commerce, cross-border, Key Opinion Leaders (KOL) and Key Opinion Consumers (KOC) campaigns, we can deliver integrated solutions across the Chinese digital ecosystem.”

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