SINGAPORE – GroupM’s programmatic media and technology platform Xaxis has rolled out its second screen advertising product across seven markets in Asia Pacific, according to a BusinessWire release.
Xaxis Sync has been launched in China, Japan, Australia, Hong Kong, Korea, Singapore and Malaysia following its introduction earlier this year in Europe and the US.
The group described Xaxis Sync as the first fully programmatic product to allow advertisers to deliver coordinated ads on viewers’ mobile devices simultaneously with commercials running on their televisions. In this way, advertisers can catch viewers as they shift their attention from the TV screen to their smartphone, tablet or laptop during commercial breaks.
The new service is based on capturing and analyzing metadata on TV spots airing on 2,000 channels across the world, allowing Xaxis to trigger the launch of complementary ads on viewers’ mobile devices with two seconds of a commercial break.
“Xaxis Sync has proven to be an extremely popular product in the North America and Europe markets and we are pleased to introduce it across the APAC region,” said Michel de Rijk, managing director, APAC for Xaxis. “With the explosion of second screen media consumption, Xaxis Sync offers the industry’s most effective tool for reengaging consumers on their laptops, smartphones and tablets in an organic manner during TV commercials.”
