GroupM trading platform Xaxis launches programmatic radio exchange
Xaxis has launched an exchange to trade programmatically on radio for the first time following the launch of Triton Digital and Southern Cross Austereo’s partnership last week.
The release:SYDNEY, (4 June 2015) – Xaxis, the world’s largest programmatic media and technology platform, announced today the launch of Xaxis Radio in Australia, establishing the country’s first programmatic product for buying digital audio ads.
Created through a strategic partnership with Southern Cross Austereo (SCA) and Triton Digital, Xaxis Radio enables advertisers to buy digital audio ads at scale across the Southern Cross Austereo (SCA) network as well as a number of other digital audio publishers via Triton’s a2x® premium digital audio exchange.
Xaxis Radio is fully integrated with Turbine, Xaxis’ next-generation data management platform (DMP) that allows advertisers to reach highly targeted and unique audiences in real-time. The use of this audience data combined with the same targeting insights already utilised in radio, enabled via a truly programmatic solution, is an exciting advance for the audio industry.
Xaxis Radio will provide advertisers with a single solution for buying ads across the fragmented digital audio market, allowing them to reach and engage listening audiences based on demographic information, location, what they’re listening to and on which device they’re listening. Ad specs on digital audio platforms remain the same at 15-, 30-and 60-sec audio formats (WMA, MP3 or WAV).
KFC was the first client to launch a campaign on Xaxis Radio by extending its radio campaign for ‘Boneless Hot n Spicy’ through the Xaxis platform. “From a consumer perspective, we’ve seen a huge shift to digital devices, including people who are listening to audio,” said Angela Richards, KFC marketing director. “We’re pleased to partner with Xaxis on this exciting initiative that helps us reach and engage the right audience with the right message at the right time, regardless of platform or device.”
“We are committed to helping advertisers access high-quality audiences across video, display, mobile and now radio,” said Esther Carlsen, Xaxis Australia general manager.
“With more than 95% of the Australian population consuming radio, we know that it’s a powerful medium to reach a mass audience. Coupled with Xaxis’ advanced data and modelling techniques, this is a truly programmatic solution to deliver targeted radio advertising.”
“The growth of digital audio in all of its forms presents a huge opportunity for advertisers to connect with a highly desirable audience,” commented James Bayes, digital sales & operations director at Southern Cross Austereo. “Xaxis’ progressive approach to audio and deep audience insights make them a fantastic partner on the launch of a2x.
Audience based programmatic buying and real time analytics provided by Triton Digital’s a2x ® and Xaxis Radio makes digital audio an accountable, measureable and targetable solution that creates meaningful results for clients.”
Xaxis is committed to providing advertisers with innovative products to connect with audiences across all addressable media. Xaxis Radio is the latest investment in this mission and follows the prior launch of the product in the US, the recent release of a similar product, Xaxis Audio, in the UK and last year’s Xaxis Sync launch. Xaxis Sync allows advertisers to sync TV ads with their digital advertising running via Xaxis.
Source: Andrea Sophocleous press release
