Group M’s Xaxis completes Australia-first programmatic super roadblock
Group M’s Xaxis has launched a solution for programmatic takeovers, completing Australia’s first-ever ‘programmatic super roadblock’.
The announcement:
Xaxis has brought programmatic buying and dynamic creative to homepage takeovers for the first time, and successfully completed Australia’s first ever Programmatic Super Roadblock.
The industry first, with launch partners GumTree Australia and News Corp Australia, marks the first time a 100% Share of Voice (SOV) takeover has been executed programmatically for a client.
The Xaxis team set out to tackle what is, but shouldn’t be, a large and challenging task programmatically. The aim was to deliver all ad units on a publisher’s site, either Run of Site or Homepage, to maximise value, reach and effectiveness, all with beautiful, targeted creative.
The campaign, for a major global automotive brand, also utilised the power of Dynamic Creative to serve different targeted messaging to different users, which is not typically done with 100% SOV takeovers.
Xaxis worked closely with GroupM agency Wavemaker and technology partners The Trade Desk and Rubicon Project to develop a flexible and customisable programmatic tech solution to make the campaign possible.
Steve Wood, Xaxis General Manager, says: “We were excited to develop an innovative product offering in the Australian market, and Wavemaker and their client challenged us to build a solution using the breadth of expertise, data, and technology at Xaxis. A project like this demonstrates immense trust between the advertiser, agency, GroupM’s programmatic team at Xaxis, and our media partners. Without that trust, and the deep partnerships, we would not have been able to succeed where others have struggled in the past.”
“Over two days we successfully delivered 100% SOV efficiently across two major publisher partners, helping monetise these publisher sites with high-value rich media. The client and the publishers are pleased with the results, and we’re excited to be able to bring this capability to GroupM clients.”
Now Xaxis has proved it is possible to achieve a 100% SOV campaign programmatically, the team will start to build out the product, with further integration with GroupM’s data analytics suite adding further capabilities around data and dynamic creative to maximise value for clients. It will also be expanded to include additional publisher partners.
Xaxis and Wavemaker are part of GroupM, and part of WPP AUNZ, Australasia’s leading creative transformation company.
Source: Group M press release
Can I get an explanation as to why this is regarded as programmatic?
Feels like is was just processed through technology and hand held
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Stop doing thing programmatically for the sake of it. It isn’t clever
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Wow.
Reminds me of the Juice Loosener from the Simpsons.
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This is not the first HPTO done programmatically in Australia. It was done 6 years ago by Cadreon & Mi9. Here is the article – https://campaignbrief.com/cadreon-and-initiative-austral/
Hardly groundbreaking from xaxis.
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I re-read the article a couple of times, but might have still missed it: did the whole press release manage to talk about programmatic and GroupM and Xaxis and Wavemaker, but not the actual client*? That’s a pretty big signal right there.
(in the similar way they didn’t go into _why_ the strategy needed them to show different creative to different users was, or _what_ the different creative was).
(* Yes, I know Wavemaker only have one “major global automotive brand”, so you can deduce the advertiser, but that still doesn’t make it a good announcement. )
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Sounds just like a CPD PG deal, probably with some sort of html5 creative that changes text based on user’s geo?
Bit of extra work for sure on the creative side but nothing ground breaking.
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Hope all those extra tech fees deliver some outcomes
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I think what they mean is… Instead of serving a nicely designed skin programmatically like a bonzai truskin, they are serving all available ad units at the same time? Winning all bids on a per browser basis? I don’t see the point in this.
On the other hand, if the story is about maintaining a 100% SOV FOR A WHOLE DAY. Then this represents a nice new blockout strategy. But if it’s automated… What if two deaka want to block out the same page for a day? Do they compete? Is there a handshake deal on who gets to have it?
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Or the car my half brother designed.
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This was 100% unnecessary.
Nobody asked for it and if they did, it would have been amazing in 2013.
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Extra (hidden) “tech” fees!
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I am not sure if I missing any important points from the article…
This seems like CPD with impression/user frequency cap execution… To avoid clashes with other advertisers, they just go to publishers and ask them to reserved the page & dates for them in their SOV calendar.
The order setup in pub’s ad server, it must be in CPD or Sponsorship line item type, so… I’m confused why this is a big news…
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…because NewsCorp likes to use the word ‘programmatic’ thinking it makes them 2020.
“Whats A Data?”
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Lol. It’s all about to hype its products and services. Smh.
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