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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in