Xaxis Places brings programmatic buying to digital-out-of-home
22 May, 2013
Real Time Platform Allows Advertisers to Link Digital-Out-of-Home Campaigns with Online and Mobile Efforts, Delivering Coordinated Messaging to the Same Audiences
— Xaxis, the world's largest audience buying company, announced today the launch of Xaxis Places, a new programmatic platform that allows advertisers to buy digital-out-of-home (DOOH) ad inventory across more than 100,000 screens via real-time-bidding. Integrated within the Xaxis Data Management Platform (DMP), Xaxis Places is the first programmatic product to allow brands to buy DOOH inventory in full coordination with their overall digital media programs.
Xaxis Places provides brands with the entirely new ability to link the messaging that consumers experience on their computers, smartphones and tablets with the messaging these same consumers see when they are on the go – via DOOH screens in locations such as taxis, hotels and malls. To do this, Xaxis partnered with WPP’s Spafax Networks who created a proprietary, extensible database of audience segments indexed to specific geolocations and connected it to the Xaxis audiences a brand is reaching via its display, online video, social and mobile campaigns. Through Xaxis Places, advertisers can plan, execute and measure their DOOH campaigns, at scale, with more precision than previously possible.
“Xaxis Places is the first solution to pair the flexibility and segmentation of programmatic audience buying with the high visibility and real world reach of digital-out-of-home,” said Xaxis chief operating officer, Mark Grether. “Xaxis Places allows brands to greatly refine who they’re actually reaching with their digital-out-of-home buys, minimizing waste and improving overall campaign impact.”
More than 1.4 billion monthly, digital-out-of-home impressions will be addressable through Xaxis Places at launch via screens in various locations including taxis, shopping malls, doctor’s offices, stadiums, gas stations, office buildings and hotels among others. Xaxis Places is fully trackable via advertisers’ third party ad servers and all screens are Nielsen/Arbitron measured.
Xaxis Places represents the latest media channel to be incorporated into the Xaxis DMP and follows the recent introduction of Xaxis Radio, the first programmatic buying product for the digital radio market. Both additions augment the company’s mission of leveraging data and technology to help brands reach audiences wherever they happen to be and through all phases of the marketing cycle – from direct response to brand building, awareness campaigns.
Xaxis is the world’s largest audience buying company. Through its proprietary platform, Xaxis offers advertisers a single, comprehensive resource from which to reach and engage with global audiences across the universe of digital media. Xaxis does this for its GroupM agency partners, Maxus, MEC, MediaCom, and Mindshare. Xaxis, a GroupM company that is part of WPP, has a presence in 20 countries across North America, Europe and Asia Pacific. For more information, please visit www.xaxis.com
Xaxis | Digital Brilliance