New Offering Provides Access to Premium, Brand Safe Mobile Inventory, Enables Cross Channel Attribution and Debuts New Creative Formats
NEW YORK – Xaxis, the world’s largest audience buying company, announced the launch of Xaxis Mobile, an enhanced programmatic platform for buying mobile ads across a range of premium, mobile inventory. Xaxis Mobile enables advertisers to seamlessly target audiences and addresses many of the issues plaguing mobile advertising while creating a more relevant experience for consumers. Fully integrated into the Xaxis Data Management Platform (DMP), Xaxis Mobile is the first solution to allow brands to sequence and analyze their mobile ads in full coordination with the rest of their digital spend.
“As leaders in audience buying, we understand that the customer journey extends to multiple screens”
With adults spending an average of 141 minutes a day on mobile devices, eMarketer expects mobile advertising spend to eclipse $8.5 billion in 2013. However, until now, advertisers treated mobile as a silo, using inferior metrics such as clicks or view-through conversions. With the launch of Xaxis Mobile, advertisers can now sequence messaging across devices and measure the true impact of mobile campaigns relative to other addressable media. Consumers receive more relevant, targeted content based on their anonymous behaviors.
By offering cross-channel measurement, Xaxis Mobile enables advertisers to leverage audience data to better reach and engage their consumers with their brand across multiple platforms. The new offering also addresses the existing mobile conundrum of “fat finger” accidental screen taps with Xaxis Swipe – a new ad engagement action, whereby consumers swipe across an ad to activate it.
“As leaders in audience buying, we understand that the customer journey extends to multiple screens,” said Brian Gleason, managing director of Xaxis North America. “Xaxis provides the ability to reach and engage with consumers wherever they are in the digital world. Whether on their smartphone, tablet or desktop, connecting and measuring activities with consumers across all channels together in a single location creates a clear competitive advantage for our clients.”
Through Xaxis Mobile, advertisers can tap the company’s collection of 50 million cross-channel Audience Portraits to intelligently buy brand-safe inventory across mobile sites and apps. At launch, more than one billion monthly mobile impressions will be addressable via Xaxis Mobile.
Xaxis provides over 1,500 advertisers with audience buying solutions at scale, delivering tens of billions of impressions globally per month. The proprietary Xaxis DMP houses the largest collection of unique anonymous audience portraits. As the only universal and neutral data management platform in the industry, the Xaxis DMP allows advertisers to measure attribution, offline ROI, audience insights and brand impact across the entire plan.
ABOUT XAXIS
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, a GroupM company that is part of WPP, has a presence in 26 countries across North America, Europe, Asia Pacific and Latin America. For more information, please visit www.xaxis.com.
Xaxis | Digital Brilliance
