Digital marketing software business Cake today announced its expansion into Australia.
The US-founded performance marketing firm, which lets advertisers track, analyse and optimise their online campaigns with its software as a service (SaaS) based solutions, has extended the reach of its global footprint to include Sydney. It will sit alongside its operations in Newport Beach, California, New York and London.
Its technology claims to track more than five billion consumer actions per month, providing advertisers, agencies and networks with the insights they need to how to most effectively allocate their marketing spend.
The Australian presence will support its customers and partners located in the Asia-Pacific region.
Cake president and chief operating officer of Cake's parent company, Accelerize, Santi Pierini, said more than 500 businesses around the world use its solutions to track, attribute and optimise the performance of digital campaigns across marketing channels, including display, mobile, search, email, video and more.
“Cake is focused on helping marketers capture the multichannel insight they need to improve the overall performance of their digital spend,” Pierini said.
“We see Australia as an ideal location to establish an APAC presence and further grow Cake’s customer base, particularly because Australian marketers have been shown to be both tech-savvy and ready to take their cross-channel capabilities to the next level.”
The digital advertising market in Australia is edging toward the $5 billion mark in 2015, according to the Interactive Advertising Bureau (IAB). Additionally, a recent report by Forrester Research on marketing maturity in global markets revealed that Australian marketers are “ahead of their international peers” when it comes to embracing marketing technology.
Specifically, the Forrester survey showed that only 7% of Australian marketers aren’t using some type of marketing automation platform, compared to 22% globally. The article stated that,“despite this, only 20% of Australian marketers have standardised, fully integrated cross-channel marketing platforms, versus 15% globally.”
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