A startup which claims to unlock the mysteries of China’s digital landscape for Western marketers has raised $2.3 million, with the founders of outdoor ad firm Executive Channel Holdings (ECH) reinvesting some proceeds from last October’s $68.5 million sale of its Australian business to oOh!media to lead the round.
ECH’s injection takes the total raised by Sinorbis to $3.9 million since launching a year ago. It will be used to finish building the firm’s digital marketing platform, which it claims can establish, measure and optimise a client’s digital budget in China. Sinorbis currently employs 25 people across its headquarters in Sydney and offices in Shanghai, Beijing and a software development centre in Colombo, Sri Lanka.
“Most marketers look at the huge opportunity that is China but just don’t know where to start, I know that from personal experience,” said Charles Parry-Okeden, co-founder and chief executive of ECH.
“It’s a completely different ecosystem. No Google, no Facebook, no Youtube, it’s own system for online payments. Unless you want to hire a whole new division to tackle it, I can see there’s a need for what Sinorbis do.”
Sinorbis wil offer a flat monthly subscription to clients who just want to use its platform to buy and analyse the performance of their ads on sites like Google-equivalent Baidu, or China’s answers to Facebook, Weibo and RenRen.
However for additional fees clients can also use Sinorbis like a full-service digital marketing agency. Read more
Michael Bailey – Australian Financial Review – 15 May 2017