Singapore – SeenThis, an adaptive streaming technology firm, today announced the appointment of Michael Krawczyk as commercial director for Australia and New Zealand. The company also announced the addition of four new employees to its APAC team, which include Wen Jing Toh as sales manager for Southeast Asia, Ain Zulkifni as sales manager, PingYew Tan as technical producer, and HuiJie Ong as technical producer.
Krawcyzk’s new position at SeenThis will involve him heading the company’s commercial expansion, forging new connections with agencies and brands, and delivering long-term growth results for those collaborators.
With over 17 years of experience in media agency and publisher roles throughout the media agency and publishing industry, Krawczyk is an experienced digital leader. Digital client growth, technical operations, media trading and investment, team leadership, digital product creation, and digital media competence are among his areas of expertise.
In his previous role, he headed News Corp’s national programs for digital client development and capability. He oversaw the company’s flagship digital upfronts, D_Coded, and the go-to-market sales program that followed. He also oversaw the national client sales team’s adoption and implementation of a digital sales capabilities program. Before that, he worked for more than ten years at MEC and held executive roles at WaveMaker, where he was national head of digital.
Speaking about the appointment, Adam Roberts, SeenThis ANZ general manager, expressed, “I’m excited to have Michael join the team here in Sydney. His experience, network and knowledge of the media landscape on both agency & publisher side is a huge asset to the business. He also shares the same passion as we do for our commitment to delivering our agency & publisher partners with a more sustainable, premium performance video solution in display.”
Meanwhile, Krawczyk says, “SeenThis adaptive streaming technology is earning its place with every new client we onboard as the high-performance, low-emissions replacement for existing standard and rich display media. I’m thrilled to be leading the commercialisation and driving the adoption of this fantastic technology across the leading agency groups and their client partners in Australia & New Zealand.
He added, “The instant-loading, high definition video, image and interactive rich media content that SeenThis streams to display ads is not only beautiful, impactful and more sustainable than old download technology. It represents the first real innovation in creative delivery of display ads since we swapped flash for HTML-5 in the early 2010’s.”
Furthermore, he stated, “We use streaming technology in nearly every other aspect of our digital lives. Digital TV is streamed, sport is streamed, music is streamed, gaming is streamed – it’s a leaner, more efficient tech, so it makes no sense that legacy download technology is still used in display ad delivery. When clients see the performance lifts they can achieve, throughout all stages of the purchase journey, coupled with the lighter carbon footprint, all via a simple switch of creative tech, it really becomes no brainer to adopt.”
Meanwhile Toh, who brings adtech expertise with her, was most recently the advertiser solutions manager at PubMatic. She was employed at DataXu as an account associate before her position. Toh is a UCLA Economics BS graduate.
Zulkifni was previously employed at Equativ, a clever ad-serving company, as demand partners manager. She was the client services manager at OneFootball, a football media company, before taking this job.
Tan used to work for the omnichannel marketing company FirstCom Solutions, where he advised the internal design team on how to create powerful marketing collateral. Tan was also involved in creating the Singapore National Day Parade’s logo for 2023.
In the past, Ong has had front-end development positions with Webteq, a website development business, and TDCX, a digital CX solutions company.
Speaking about her appointment, Wen Jing Toh, said, “The moment I learnt about SeenThis’ technology, I knew I wanted to be a part of the team taking up this vital role in building a sustainable ad ecosystem. What sets us apart is that we are able to stream creatives – as opposed to them being downloaded – which significantly reduces data usage and thereby carbon emissions, while simultaneously improving campaign performance. I am excited to be part of this journey.”
Commenting about the appointments, Jesper Benon, SeenThis CEO & co-founder, said, “With 30% of internet energy consumption today being attributed to the transfer of data, brands and their agencies across APAC and beyond are realising that partnering with SeenThis gives them high-quality ad units and improves the overall user experience – all while reducing wastage in data that is either not consumed or adds no value to the user experience.”
He added, “Expanding our APAC team means we are in a strong position to help these customers roll out the technology quickly and efficiently in their journey towards reducing data wastage and, ultimately, associated emissions.”
Tom Jones-Barlow, general manager APAC at SeenThis, also commented, “We are excited to announce our new hires, which reflect the rapid growth we have seen in the region, and we look forward to more expansion in 2024. APAC particularly benefits from adopting streaming in our advertising campaigns – solving problems as diverse as limited creative assets, poor internet connections and tough performance expectations.”
