Commentary

Xasis Debuts Audience-Based Video Buying Service

LesserAudience buying -- rather than paying for placement on Web sites that appeal to one demographic or another -- is winning over Madison Avenue. Same goes for audience-based video services, and Xaxis -- the recently launched data management platform (DMP) for all of WPP’s agencies -- knows it.

Beating similar services to market -- or so sources unrelated to XaSis tell us -- the unit just debuted a video-buying solution for advertisers.

Completely integrated into the Xaxis DMP -- the hottest acronym since DSP, by the way -- participating advertisers can supplement their TV budgets with online video buys.

Additionally, advertisers can coordinate these video buys with other audience buying activity across display, social and mobile channels.

According to Brian Lesser, CEO of Xaxis, advertising benefits from universal frequency capping across all channels, as well as the ability to track both the direct impact of video campaigns and their attribution halo on other channels.

In other words, the service gives “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," according to Lesser.

Currently, 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.

Casting a wider net, Xaxis is offering four creative units that can be used singly or in combination, including in-stream video; branded content that can be syndicated and promoted; a multiple choice ad format, which allows consumers to select the ad, model or product they like best; and a 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 WPP’s MediaCom.

Xaxis’ latest product, Kathuria insists, changes all that.

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