Xaxis launches new video offering
Audience-buying company Xaxis has launched an upgraded video offering which allows brands to design, run and measure online video ad campaigns.
The announcement:
Wednesday October 12, 2011 –
Xaxis, the world’s largest audience buying company, announced today a new audience based video solution that allows brands to design, run and measure online video ad campaigns more effectively than ever before. Fully integrated into the Xaxis data management platform (DMP), the solution is the first one-stop resource allowing advertisers to deliver targeted video ads to global audiences at scale across a broad range of high quality media properties and on a controlled frequency schedule.
With the video solution completely integrated into the Xaxis DMP, advertisers can effectively supplement their TV budgets with online video buys. Additionally, advertisers can seamlessly coordinate these video buys with other audience buying activity across display, social and mobile channels. Unique advantages of the new platform include universal frequency capping across all channels and deep measurement tools that allow brands to track both the direct impact of the video campaign as well as its attribution halo on other channels.
“For the first time ever, we’re allowing advertisers to realize the same brand value that they get from a television campaign in the online video space,” said Brian Lesser, CEO of Xaxis. “By aggregating and standardizing the broadest range of high quality online video properties within a single, comprehensive platform, we offer brands the ability to design and run online video campaigns with the same type of consistency and precision that they use for their television ads.”
More than 20 publishers and networks including Sony Pictures Television, Auditude, 24/7 Real Media, Digital Broadcasting Group and Tidal TV have been incorporated into the platform, offering more video touchpoints than any other industry solution. To support a diversity of advertiser needs, Xaxis offers four different creative units that can be used singly or in combination, depending upon campaign goals. These include:
In Stream Video – Pre-roll/mid-roll video ads in high-quality content
Dynamic Content Distribution – Branded content that can be syndicated and promoted
Ad Selector – A multiple choice ad format, which allows consumer to select the ad, model or product that most interests them
Social Share Activator – Branded video player for driving social interactivity
“With the fragmented nature of the online video market there’s never been a really credible way for brands to leverage the engagement factor and branding advantages of narrative video in anything more than a scattershot format,” said Vik Kathuria, managing partner, corporate strategy/digital investment at MediaCom. “What’s exciting about the new Xaxis product is that it combines the systematic and extremely measurable approach of television advertising with the enhanced targeting capabilities of the audience buying space, allowing advertisers to custom curate who is seeing their ads, where they are seeing them and when. It’s a total game changer for online video ads.”
Source: Xaxis press release
