New ad offering exclusively available through Xaxis enables brands to address audiences beyond traditional TV
Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, on Thursday announced a partnership with Toggle, Mediacorp‘s digital entertainment service, to exclusively provide connected TV (CTV) inventory on Toggle’s Smart TV app, allowing clients to run high-quality brand safe video ads which are 100% viewable.
“It’s clear that brands are looking for new affordable options to attract and retain consumers, and competition is fierce. Xaxis has proven their expertise in understanding regional market needs and staying ahead of the curve in the programmatic space,” Pierre Yves Riou, assistant VP of yield management and marketing, Mediacorp said.
According to him, Xaxis’s partnership with Toggle will provide an opportunity for brands to tap into new audience segments with immediate access to 17% of Toggle Unique Video Viewers. “These users are catching-up with their favourite shows on Smart TV at their own convenience. Further growth is expected with the launch of Toggle on Android TV by the end of 2019,” Riou added.
Meanwhile, Josh Quek, general manager, Xaxis Singapore, said, “Xaxis has kept pace with those changing consumer demands, providing pioneering solutions for our clients to reach audiences through all addressable media. While CTV advertising in the APAC region might still be in its infancy, we expect this ad format will grow exponentially in the next few years, with Xaxis as trailblazing space.”