New Product Allows Advertisers to Buy Inventory from More than 70 Digital Audio Publishers Across Global’s Digital Audio Exchange (Dax) Including Global’s brand portfolio, Bauer Media’s Absolute Radio, audioboom and Rdio
LONDON – Xaxis, the world’s largest programmatic media and technology platform, announced the launch of Xaxis Audio, the UK’s first programmatic product for buying digital audio ads. Created in partnership with Global, the media & entertainment group, and using the Dax platform, Xaxis Audio enables advertisers to buy digital audio ads at scale, from more than 70 publishers including Audioboom, Blinkbox, Jango and Rdio.
Xaxis Audio extends the reach of the Xaxis Brand Suite, bolstering our existing audience capabilities across video, mobile and premium display with the ability to programmatically buy digital audio as well
The new product will run through Turbine, Xaxis’ next generation data management platform (DMP), allowing advertisers to reach highly targeted audiences in real-time. Part of the Xaxis Brand Suite, the product will enable brands to seamlessly incorporate digital audio in their marketing campaigns (alongside display, video, mobile and social). Xaxis Audio has access to inventory from Global’s Dax, the UK’s largest resource for digital audio inventory and the first to provide advertisers with a single source solution for buying ads across the fragmented digital audio market.
The first campaign to launch on Xaxis Audio will promote Three’s ‘Feel at Home’ campaign, which allows customers to use their phones abroad at no extra cost. The campaign has been planned and created by Mindshare and will leverage Xaxis audiences at scale across Dax’s inventory. Campaigns have also been booked by MediaCom.
“Xaxis Audio extends the reach of the Xaxis Brand Suite, bolstering our existing audience capabilities across video, mobile and premium display with the ability to programmatically buy digital audio as well,” said Nicolas Bidon, managing director, Xaxis UK. “For the first time in the UK, brands can use the insight and efficiency of our industry leading Turbine DMP to reach audiences at scale and execute highly efficient programmatic media buys across Dax’s inventory.”
Mike Gordon, chief commercial officer at Global, said: “More people than ever are listening to audio, and there’s been a big increase in people listening on digital devices. To address this, we created Dax, which provides advertisers with access to the best music streaming platforms, digital radio brands and audio social networks in one single buy. By partnering with Xaxis to create the first programmatic offering, we’re giving clients the ability to buy Dax through Xaxis’ programmatic platform.”
The partnership will launch at an industry event on April 30.
About Xaxis:
Xaxis is a global digital media platform that programmatically connects advertisers and publishers to audiences across all addressable channels. Xaxis combines proprietary technology, unique data assets and exclusive media relationships with the brightest team of audience analysts, data scientists and software engineers. Advertisers working with Xaxis achieve higher ROI from digital marketing campaigns. Xaxis works with over 2,700 clients across 40 markets in North America, Europe, Asia Pacific, Latin America and the Middle East. For more information, visit www.xaxis.com.
About Dax:
Global created the Digital Audio Exchange (Dax) to give advertisers a single buying point across more than 70 digital audio platforms. This was driven by the growth in people listening to audio on digital devices, and the absence of a single solution for advertisers. In the UK every week, 17 million people stream digital audio and this is growing (MIDAS Plus Autumn 2014).
About Global:
Global’s radio stations include the three biggest commercial radio networks – Capital, Heart and Classic FM – as well as Capital XTRA, LBC, Smooth, XFM and Gold. Alongside its radio business, Global runs two 24-hour television services, Capital TV and Heart TV, a fast-growing talent business with a roster of international recording artists and a highly successful music publishing business. Global designs, builds and operates market-leading websites for each of its radio brands and develops its own direct-to-consumer digital audio and video products, services and apps in-house. Global is led by Founder and Executive President, Ashley Tabor, Group CEO, Stephen Miron and Director of Broadcasting, Richard Park. It is chaired by Lord Allen of Kensington.
via BusinessWire
