Xaxis, Apac, 2018

Delivering the highest impacted reach for airline

Challenge

Demonstrate Xaxis; ability to deliver the most cost-effective viewable reach for our target audience in a brand safe environment. This campaign will be measured on Cost-Per-Impacted-Reach (CPIR). – CPIR (cost / (unique users x viewability % x valid traffic % x in-target % x brand safety score %)

approach
The approach was broken down into two phases. In the first phase Xaxis created an internal strategy team with extensive programmatic experience to gain a deep understanding of every element of the metric and develop a first class campaign strategy. In the second phase the strategy team executed, analysed and optimised on a daily basis to ensure performance was being maximised for every element of the metric.
outcomes
Xaxis drove the lowest CPIR by 55%, came first for Reach, In-Target and Brand Safety and second for Viewability and IVT.
1.34
Frequency
1.44%
IVT
98%
Brand Safety
68%
In-Target

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