GroupM’s advanced programmatic arm Xaxis has partnered Mediacorp's digital entertainment service Toggle to allow brands to reach new audiences. The partnership will enable Xaxis' clients to tap into 17% of Toggle unique video viewers who are catching up their favourite television 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, said a press release.
The partnership grants the agency exclusive access to Toggle's Smart TV App's connected TV (CTV) inventory, enabling it to address audiences beyond traditional television. "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 the space," said Josh Quek, general manager of Xaxis Singapore.
The move is part of Xaxis' efforts to keep pace with changing consumption trends, as audiences consume more content across multiple screens and constantly migrate between linear and non-linear. Through the new advertising offering, brands can run high-quality brand safe video advertisements that are 100% viewable.
Pierre Yves Riou, assistant vice president of yield management and marketing at Mediacorp, said: “It’s clear that brands are looking for new affordable options to attract and retain consumers, and competition is fierce. Xaxis has proven their expertise in understanding regional market needs and staying ahead of the curve in the programmatic space." He added that Xaxis is the first Programmatic Guaranteed partner on CNA Lifestyle last year, and has delivered strong outcomes from clients in the automotive, travel and insurance sectors.