Xaxis, a GroupM company one of the largest audience buying companies globally, has expanded into the Asia Pacific region by setting up its regional headquarters in Singapore. The agency has also roped in Michel de Rijk from digital ad firm EyeWonder to lead the APAC operations as managing director. With this launch, Xaxis is initiating an aggressive plan in the region with nine market roll-outs planned over the next 6 months — these new markets will include India, Malaysia, Taiwan, Vietnam, Indonesia and Hong Kong. By year’s end, Xaxis plans to have offices operating in over 25 markets around the world.
Explaining the reason behind the renewed focus on the region, Brian Lesser, CEO of Xaxis said, “This commitment to expansion throughout the Asia-Pacific region follows a year of success and growth in North America, Europe and Australia. Ad spend in the region is expected to reach $170 billion within the next two years with online ad spend making up 31% of the growth. Our clients have asked us to apply our knowledge and experience executing audience campaigns to the region. This launch displays the first step in our commitment to the region and will be followed with an aggressive expansion.”
The existing Xaxis operations in Australia will also come under the umbrella of the new headquarters, which represents the industry’s most comprehensive network of digital endpoints across online, mobile, social and video platforms. Currently Xaxis provides audience buying solutions to more than 700 global advertisers, delivering over 300 billion impressions each year. “As the largest audience-buying company in the world, Xaxis has an unmatched understanding of the global digital media-buying space along with local presence and expertise in each market it operates in. This combination allows Xaxis to deliver proven audience solutions that are custom-fit for executing targeted campaigns market by market. From mobile in Indonesia to video in Taiwan, Xaxis offers maximum precision when delivering ads in all markets,” said de Rijk.
According to the agency, it is able to deliver effectively upon its clients’ investments because of the proprietary Xaxis data management platform (DMP) which houses the largest collection of unique anonymous audience portraits. It further states that as the only universal and neutral data management platform in the industry, the Xaxis DMP allows advertisers to measure attribution, offline ROI, audience insights and brand impact based on the entire digital plan, not just the Xaxis portion of the plan.