GroupM’s programmatic arm, Xaxis, has tied up with proptech platform Really Singapore to give GroupM’s full suite of agencies Mindshare, MediaCom, Wavemaker, Essence, and m/SIX access to Really Singapore’s audience advertising network. With this collaboration, Xaxis said it will significantly extend its programmatic DOOH (digital-out-of-home) network in Singapore, particularly among "the prized audience segment" of affluent consumers.
Really Singapore's premium audience advertising network features “eScreens,” a network of digital notice boards installed in high-traffic locations across a growing number of condominiums throughout Singapore. As work-from-home protocols become the new normal for many Singapore residents, Really’s eScreens aims to present advertisers with new opportunities to engage the island’s high-income working professionals. According to Felicia Poon, head of investment, GroupM Singapore, this collaboration is a great opportunity to "contextually and smartly" engage consumers in Singapore.
Really Singapore’s sound-enabled digital screens will replace the traditional felt and cork pin-up notice boards, and provide property managers with the ability to distribute real-time updates to its residents. For brand owners and advertisers, these screens also give access to a captive and recurring audience, with their content appearing alongside important updates, local news, and affairs of the estate. Founded in 2019, Really Singapore looks to simplify and automate real estate project management processes. The company touts to achieve it through data-driven integrated property and facility management platform with B2B marketplace for landlords and tenants, property managers and vendors within the real estate industry.
This partnership comes as GroupM projects that the DOOH market in Asia Pacific will grow by 11.8% over the next three years, with a compound annual growth rate of 3.8%. According to the agency, DOOH is experiencing accelerated growth due to increasing availability of programmatic inventory and new advancements that enhance the medium’s measurability, flexibility, and efficacy for advertisers. This partnership with Really is thus Xaxis' latest efforts in its global investments into DOOH. The innovations and opportunities brought forward by proptech will help the company reach valuable audience segments in Singapore and deliver stronger media outcomes for its clients.
Joerg Zeugner, CEO of Really Singapore, said: “We are excited to collaborate with GroupM and Xaxis. This is where the best in proptech meets the best in adtech. It is a strategic alliance that opens up for brand owners the opportunity to effectively engage a valued audience segment living within premium, gated, and exclusive communities.”
Josh Quek, managing director, Xaxis Singapore, added: “The digital evolution of the past 12 months has introduced new ways of reaching audiences, in line with rapidly changing consumer behaviours. Through this partnership with Really, we are pleased to be able to offer brands the opportunity to reach residents within the grounds of their condo. Delivering DOOH campaigns programmatically allows us to address concerns brands may have regarding measurability, proving that DOOH advertising truly is the future.”
Last year in November, Really Singapore brought onboard Singapore Press Holdings' veteran Geoff Tan as its chief ideas officer. In his new role, Tan spearheads the creation of omni-channel experiences for a highly diverse real estate community consisting of end-users across a motley of profiles. This ranges from various tenant and resident types, user types, age groups and job scopes. He work closely with company founders, Zeugner and COO Davin Wang, and takes on a member position in the leadership executive team.
(Photo courtesy: 123RF)
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