Xaxis Launches Industry-First Programmatic Website Takeover Solution

Xaxis Launches Industry-First Programmatic Website Takeover Solution
SHARE
THIS



Xaxis has brought programmatic buying and dynamic creative to homepage takeovers for the first time, and successfully completed Australia’s first ever Programmatic Super Roadblock.

The industry-first, with launch partners GumTree Australia and News Corp Australia, marks the first time a 100 per cent Share of Voice (SOV) takeover has been executed programmatically for a client.

The Xaxis team set out to tackle what is, but shouldn’t be, a large and challenging task programmatically. The aim was to deliver all ad units on a publisher’s site, either Run of Site or Homepage, to maximise value, reach and effectiveness, all with beautiful, targeted creative.

The campaign, for a major global automotive brand, also utilised the power of Dynamic Creative to serve different targeted messaging to different users, which is not typically done with 100% SOV takeovers.

Xaxis worked closely with GroupM agency Wavemaker and technology partners The Trade Desk and Rubicon Project to develop a flexible and customisable programmatic tech solution to make the campaign possible.

Xaxis GM Steve Wood (feature image) said: “We were excited to develop an innovative product offering in the Australian market, and Wavemaker and their client challenged us to build a solution using the breadth of expertise, data, and technology at Xaxis. A project like this demonstrates immense trust between the advertiser, agency, GroupM’s programmatic team at Xaxis, and our media partners.

“Without that trust, and the deep partnerships, we would not have been able to succeed where others have struggled in the past.”

“Over two days we successfully delivered 100 per cent SOV efficiently across two major publisher partners, helping monetise these publisher sites with high-value rich media. The client and the publishers are pleased with the results, and we’re excited to be able to bring this capability to GroupM clients.”

Now Xaxis has proved it is possible to achieve a 100 per cent SOV campaign programmatically, the team will start to build out the product, with further integration with GroupM’s data analytics suite adding further capabilities around data and dynamic creative to maximise value for clients. It will also be expanded to include additional publisher partners.

Xaxis and Wavemaker are part of GroupM, and part of WPP AUNZ.

 

Please login with linkedin to comment

GroupM xaxis

Latest News

Four Barriers To Overcome For Disruptive Innovation
  • Opinion

Four Barriers To Overcome For Disruptive Innovation

Zoe Aitken (main photo) is the head of consulting at behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In this guest post, Aitken says some of the best ideas come in dark times and, suggests, COVID maybe the excuse you need to instigate […]

Opinion

by B&T Magazine

B&T Magazine
Repco Unveils “Bringin’ The Bathurst” Campaign Via Thinkerbell
  • Campaigns

Repco Unveils “Bringin’ The Bathurst” Campaign Via Thinkerbell

With its rich heritage in motor racing, The Bathurst 1000 is finally in the hands of a brand that lives and breathes the sport. To celebrate, Repco is Bringin’ the Bathurst to absolutely everything they do. The Bathurst 1000 has always been more than a race. The iconic event at Mount Panorama is a symbol […]

The Zoo Republic &  Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion
  • Advertising
  • Marketing

The Zoo Republic & Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion

Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.

Independent Agency Indago Digital Adds Four New Clients
  • Marketing
  • Technology

Independent Agency Indago Digital Adds Four New Clients

Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]

DDB Honours Legacy Of First Copy Chief Phyllis Robinson On Her 100th Birthday
  • Marketing

DDB Honours Legacy Of First Copy Chief Phyllis Robinson On Her 100th Birthday

Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]

Make A Wish Foundation Names Mindshare New Zealand As Media Partner
  • Media

Make A Wish Foundation Names Mindshare New Zealand As Media Partner

Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]

The Australian Marks 10 Years Digital Subscription Milestone
  • Media

The Australian Marks 10 Years Digital Subscription Milestone

The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]

PodSpot Studios Expand To Sydney & Gold Coast
  • Media

PodSpot Studios Expand To Sydney & Gold Coast

PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]