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Xaxis & GroupM Launch Programmatic Ad Solution For Philippine Elections

PHILIPPINES - Xaxis, the world’s largest programmatic media and technology platform, announced today the launch of Xaxis Politics to coincide with the Philippines Presidential Elections due to take place in May 2016.

Xaxis Politics will be the first programmatic product in APAC that enables political advertisers to leverage on real time anonymous voter data to inform their digital campaigns in real time. This means that political candidates can reach their most relevant voters across display, mobile, online video, digital radio, connected TV and social media.

“Powered by Xaxis’s proprietary data management platform (DMP),Turbine, Xaxis Politics is a market leading product innovation that enables advertisers to engage with voters across a multitude of hot button issues, political affiliations and other demographic information,” said Arshan Saha, Vice President of Xaxis SEA.

Knowing someone’s political affiliation is crucial for campaigns looking to reach reliable or persuadable voters. Xaxis Politics provides that critical advantage to political advertisers to target voters in real time; which is a dream for any politician. Political advertisers will also be able to know which audiences are most interested in which issues.

All these while leveraging Turbine’s real-time audience data to more effectively direct their messaging. Campaigns can be locally focused or nationally scaled across Xaxis’s industry leading portfolio of premium digital inventory.

“Knowing where, how, why and what your voters are talking and getting concerned about is the crux of every politicians’ campaign. These insights not only help them communicate their messages effectively, but to also craft the right message to the right demographic in a crowded digital space”, said Laurent Goirand, Head of Digital at GroupM Philippines.

The insights and data exclusive only to Xaxis and GroupM were collated during a joint research in Philippines to identify and analyse the different segments in demographics that were skewed to each presidential candidate. Besides using proprietary Turbine data, a survey targeting both in-country and overseas working Filipinos was conducted to further understand voter sentiments and behaviors.

“GroupM and Xaxis are the market leads in media investment and programmatic respectively in Philippines. With the combined industry and technological advantage and scale that we have as a group, we are able to present a product that is fitting for the biggest event that is set to take place in Philippines this year”, said Puneet Arora, GroupM’s Singapore CEO and Chairman for the Philippines and Thailand.

In addition, Xaxis Politics provides campaigns with unprecedented capability in reaching voters on various mediums, empowering them to connect with suburban audiences who may not be digitally connected. This was an evident success in the U.S when on the flipside political advertisers were able to reach the mobile savvy demographic who were otherwise hard to reach via traditional media.

“Xaxis Politics was first launched in the U.S for the 2016 Presidential Elections as the industry’s first targeted political advertising solution to reach voters across all digital channels without utilizing personally identifiable information, and we have seen some very good results from campaigns that have ran. We have taken that success and learnings and adapted it for the Philippines Presidential Elections, and we cannot wait to see the results”, added Saha.

Source: GroupM