Region’s First Programmatic Moment Marketing Solution Enables Brands to Synchronise Campaigns with Real Time Events, Including Stock Prices, Weather Conditions and TV Ads
DUBAI, United Arab Emirates – Xaxis, the world’s largest programmatic media and technology platform, announced the launch of its moment marketing solution, Xaxis Triggers, in the MENA region. The product is the Middle East’s first to allow advertisers to synchronise their digital campaigns with external events in real time. For example, a change in weather forecast can be used to trigger a complementary programmatic campaign across devices and at scale for relevant products. In addition to weather conditions, actionable triggers include stock prices and TV ads.
“Xaxis Triggers helps brands achieve unprecedented relevance, reaching audiences with the right message at the right time”
With Xaxis Triggers, advertisers gain an always-on media activation tool that serves ads based upon both real time events and user interests. The product works by determining whether the user would likely be interested in a particular ad according to real time data, and can also be used to select or tailor the creative to best fit the moment.
“Xaxis Triggers helps brands achieve unprecedented relevance, reaching audiences with the right message at the right time,” said Marcus Siddons, MD Xaxis MENA. “In a world that is highly saturated with advertising, poorly timed communication can be ignored or create resentment. However, there are points when individuals will truly want to connect with a brand. Capturing these moments can create a positive, shared experience that increases awareness and response rates. With Xaxis Triggers, we are bringing this exciting capability to clients in the MENA region for the first time.”
Examples of data triggers available to advertisers include:
TV Triggers identify the ad on the TV and send triggers to execute a “second screen campaign” perfectly in sync with the TV spot, amplifying the reach of a TV campaign and making TV advertising actionable. This can also be used by brands to place online ads to counter competitors’ TV spots. The technology powering TV Triggers was pioneered in the MENA region by Xaxis and MediaCom in a Xaxis Sync campaign for Sony Mobile, allowing Sony Mobile creative to be served simultaneously across multiple-screens every time a Samsung/Apple ad was broadcast on TV. The campaign won Gold at the 2015 Dubai Lynx, won the 2015 M&M Global Award for Best Use of Mobile, and was shortlisted at the 2015 Cannes Lions.
Weather Triggers synchronise a campaign to changes in weather conditions. This can be combined with geo-targeting to allow online campaigns to be delivered when the weather is relevant to a particular message or product.
Finance Triggers connect online advertising activity with financial market trends. Brands can start campaigns depending on individual stock prices or general market trends such as the percentage change on exchange rates.
About Xaxis
Xaxis is a global digital media platform that programmatically connects advertisers to audiences across all addressable channels. Through the expert use of proprietary data and advertising technology along with unparalleled media relationships, Xaxis delivers results for over 2,800 clients in 42 markets across North America, Europe, Asia Pacific, Latin America and the Middle East. Advertisers working with Xaxis achieve exceptionally high return on advertising spend through the company’s proprietary media products, as well as through its specialist companies, Light Reaction, Bannerconnect, and ActionX. For more information, visit www.xaxis.com.
via BusinessWire
