Kenshoo nabs former Facebook marketer as new Aussie chief

New director of Social for Australia and New zealand, Rudd Spierings, claims the future of social advertising is using all the data that a brand has at its disposal

Social marketing technology player, Kenshoo, has headhunted one of Facebook’s regional marketing leaders as its new Australia and New Zealand chief.

Ruud Spierings has spent the last four years in Facebook’s Sydney office, most recently as Asia-Pacific client partner, global marketing solutions, and was its sixth employee in Australia. During this time, he focused on education local advertisers on how to use the platform and optimise spend.

Prior to joining Facebook in 2010, Spierings was a senior business development manager at MediaSmart, the media sales arm of Sensis, for four years. In a statement, he said his mandate as director of social at Kenshoo A/NZ is to help brands utilise digital budgets effectively as they ramp up investment into social channels.

“It’s not often you get the chance to join a company that is hailed by independent sources as having the best software platform in search and social,” Spierings said, referring to Forrester Research’s recent nomination of Kenshoo as the sole leader in social advertising platform technology.

“We see tremendous opportunities for brands seeking to leverage the power of search data and leveraging that information to drive their social advertising campaigns,” Spierings added. “The amount of value a technology partner can bring to the table in terms of optimisation and process automation is unbelievable.”

Kenshoo and Facebook already work closely together in Australia, via the Facebook FBX ad platform. Spierings said he has seen the social advertising market evolve rapidly in the past five years, and that brands are now eager to learn more about connecting with their customers than ever before.

“The future of social advertising is using all the data that a brand has at its disposal, and continuously enhancing social campaigns through advanced technology,” he said. “We also believe that software players need to be tightly integrated with the dominant social platforms and educate brands as to how they can reach their online audiences effectively. Combining the technology needed to optimise both search and social with one player is a key advantage.”

According to Kenshoo, marketers continue to undervalue Facebook as a marketing channel. In a report released by the company last August, it claimed marketers who relied on last-click attribution models to understand their multi-channel marketing approach and measure success were devaluing the social network’s impact and making flawed marketing decisions.

Using a cost-per-acquisition metric across all advertisers, the research found Facebook was undervalued by 30 per cent in a last-click versus first-only approach, and 20 per cent when contrasted with a prefer-first approach.

Facebook’s most recent Q3 financial results also showed growth across mobile engagement, number of marketers and product development, with total advertising revenue of US$1.8bn, up 66 per cent year-on-year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in