Carousell launches a full-service media group led by JJ Eastwood

One of the largest classifieds marketplace platforms, Carousell Group announced the launch of Carousell Media Group, a full-service marketing platform that offers advertising solutions across Carousell Group’s family of brands – Carousell, Mudah.my, Cho Tot and OneKyat – in Hong  Kong, Indonesia, Malaysia, Myanmar, Philippines, Singapore, Taiwan and Vietnam. 

The media group will be led by Managing Director, JJ Eastwood who comes with over 20 years of advertising and leadership experience. Some of his notable experiences include General Manager at eBay Australia where he launched the country’s largest private programmatic marketplace back in 2012.

Following eBay, he established the APAC  business for Ad Tech firm Rocket Fuel, moved on to become the CEO of HuffPost Australia and most recently led the expansion of Rakuten Advertising’s programmatic, affiliate and  search businesses across Asia-Pacific.  

Using its large and extensive customer database across SEA, Carousell Media Group will connect brands with tens of millions of millennials every day as over 70% of its audience are between 20-35 years old. 

According to JJ, this group of audiences “are generally part of a passionate community that come to our platform to buy, sell and interact with one  another.” 

“This makes the Carousell Media Group uniquely positioned to help brands connect  with and better understand the buying habits and attitudes of this highly sought after  consumer segment,” he added.

While purchase intent, scale across the region and precision ad targeting are undoubtedly attractive propositions to advertisers, JJ emphasised that the media group is also on a mission to build a more socially responsible, transparent and brand-safe advertising platform.

In August last year, Carousell was one of the key advertising partners for Manulife Singapore’s ‘Life Goes On’ campaign which was aimed to encourage Singaporeans to move forward in the new normal by launching an online Sneaker Drop which ran for five weeks.

The campaign featured some of the biggest names in global sneaker culture, the digital draw including Nike, Off-White, Supreme and other exclusive collaborations.

“Using their (Carousell’s) advertising solutions allowed us to identify and target Millennials, especially Sneakerheads, to partake in our weekly draw where we gave out  highly sought-after sneakers,” said Vice President, Head of Brand, Marketing Communications and Sponsorship at  Manulife, Cheryl Lim. “Through their strong affinity with the millennial market, we generated a large number of leads and exceeded our initial expectations for the campaign.”

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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