Ex Machina Group appoints Jan-Willem Borsboom and Branco Scherer as VP's
Ex Machina Group appoints Jan-Willem Borsboom as VP media solutions and Branco Scherer as VP branded & shoppable video. Borsboom and Scherer recently joined the team at this Amsterdam-headquartered tech company, which focuses on developing innovative, interactive multiscreen strategies and solutions for brands, media, and retailers around the world. Our client roster includes clients like Red Bull, NBC, Twitch, RTL, Sony Pictures Television, and WinView.
Jan-Willem Borsboom, former member of the management team at Improve Digital and RTL Nederland (digital) as well as the CEO of GroupM Connect APAC, is shifting his focus to business development for PlayTrivia, a live trivia video quiz platform. This new type of interactive video content has already changed the face of the media industry and is now conquering other industries and verticals.
Jan-Willem Borsboom: “The international playing field in which Ex Machina Group operates offers many opportunities, both business and personal. The rise of live interactive video quizzes, with HQ Trivia as the best-known example, has unleashed a real craze and created a new genre all at the same time. The trivia quiz segment is a form of entertainment that is not only for media companies, but also for corporate entities as a modern tool for internal communication and knowledge management. Recently, businesses in the loyalty, education, commerce, and sports domains have also expressed interest in this low-threshold, informative, gamified method of customer interaction.”
Branco Scherer, former Managing Director of commercial partnerships for Endemol Shine Group and recent Managing Director of LifeHunters, will focus on the interactive Shoppable Video market: a relatively new way of shopping online that is gaining more traction worldwide every day thanks to companies like Amazon and Alibaba.
Branco Scherer: “By joining Ex Machina Group, I have the opportunity to start developing a new business where content meets commerce. Ex Machina’s Shoppable Video solution allows users to make real-time, in-stream purchases in a natural and entertaining way while watching [live] video content. This interactive feature can be added to TV programs, branded content campaigns, or used as a monetisation tool for social influencers, regardless of the platform and screen size. It’s an innovation that will have an impact on brands, (r)etailers, and agencies over the next few years.
Jeroen Elfferich, CEO Ex Machina Group: "We are very pleased with the appointment of Borsboom and Scherer. Their arrival strengthens our position in the live interactive trivia quiz market – one that is already growing rapidly worldwide and is garnering increased interest in various industries at the same time. It also offers us the opportunity to gain even more traction in the relatively new area of interactive Shoppable Video, where we have observed a steadily growing demand for this new and entertaining way of shopping. Not just among brands, but also e-commerce companies and other industries that want to be front-and-center for the next phase of marketing and commerce.”