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Group M to launch Xaxis in India in 6 months

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MUMBAI: Xaxis, Group M‘s audience buying company is initiating a nine-market roll out in the the South Asia region over the next six months. The company has announced the opening of a headquarter in Singapore, while the next markets will include India, Malaysia, Taiwan, Vietnam, Indonesia and Hong Kong.

According to an official communiqué, 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.

Global digital media executive Michel de Rijk will be joining Xaxis Asia-Pacific as managing director. Prior to Xaxis, de Rijk was with a digital ad firm EyeWonder as senior executive. He has also worked for Dutch publisher De Telefoongids.

de Rijk said, "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."

Xaxis CEO Brian Lesser added, "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 per cent 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."

Xaxis provides audience buying solutions to more than 700 global advertisers, delivering over 300 billion impressions each year. The proprietary Xaxis data management platform (DMP) houses the collection of audience portraits. 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.

GroupM Asia Pacific CEO Mark Patterson said, "We have ambitious plans with Xaxis in the region. Our drive for value and improved audience delivery for our clients, as well as ownership of that capability - versus outsourcing as many groups do - will help us deliver on both, securely and rapidly, for our clients across the region and the digital spectrum."

By year‘s end, Xaxis plans to have offices in over 25 markets around the world.

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