MUMBAI: Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, has partnered 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 its expertise in understanding regional market needs and staying ahead of the curve in the programmatic space. They have been our first Programmatic Guaranteed (PG) partner on CNA Lifestyle last year and together we delivered strong outcomes from clients in the automotive, travel and insurance sectors. We are proud to partner again and exclusively with Xaxis to launch this exciting advertising opportunity and break new ground in CTV,” said Mediacorp Assistant VP of Yield Management & Marketing Pierre Yves Riou.
Xaxis’s partnership with Toggle provides 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.
Xaxis Singapore General Manager Josh Quek said, “Audiences are consuming more content across multiple screens, constantly migrating between Linear and non-linear. 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.”