Tom Heddon has joined Channel Factory in the newly created role of head of sales for Victoria, as the platform expands in Australia and New Zealand.
In the new role, Heddon will be responsible for maximising revenue and providing strategic direction and leadership to the local sales team.
He brings a wealth of experience in the media industry, most recently at MiQ as sales director for Victoria and NSW. He was also previously at Spark Foundry as Melbourne digital director.
James Rose, Channel Factory’s managing director ANZ, said Heddon’s appointment marks continued growth in Channel Factory’s continued growth in the Australian market, especially in Victoria.
“His extensive sales background across both agencies and client direct, coupled with his strong brand and network, positions him perfectly to amplify our existing presence. His unique blend of experience will be instrumental in taking our market operations to the next level.”
Channel Factory’s mission is to create campaigns that are suitable, inclusive, contextually relevant, and responsive, driving commercial advantage for brands.
Heddon said joining Channel Factory is a great fit for him as someone who connects brands with their audience in meaningful ways and on a mission to redefine how that happens across the online video ecosystem.
“Having seen the innovation in the pipeline for our platform, I’m really excited to help more brands become more effective in the video strategies using our best in class technology and solutions,” Heddon added.
This comes after research by Channel Factory in partnership with Playground xyz found contextually-targeted ads get 28% more attention.
The analysis revealed that Channel Factory’s contextually-targeted solutions outperformed industry benchmarks, generating nearly 70% more attention for skippable ads. Both non-skippable and skippable ad formats consistently demonstrated good performance, exceeding benchmarks 97% and 95% of the time, respectively.
See also: Channel Factory and Playground xyz research finds contextually-targeted ads get 28% more attention
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Top image: Tom Heddon