WPP’s Xaxis Wants to Make Online Video Ad Buying More Like TV
Posted in: Uncategorized
There’s a lot of buzz about digital, but the big-brand dollars are still on TV. That’s why Group M’s media-buying platform, Xaxis, is taking a broadcast-style approach to enhancing its video-ad business, hoping to spread the $62 billion that went to TV in 2011.
The WPP-owned firm has embarked on tying TV viewing to other platforms to demonstrate consistency in audiences and to better measure cross-channel campaigns — especially when it comes to connecting digital video ads to TV. Christina Beaumier, Xaxis VP-product development, believes matching actual TV programming schedules to set-top box data from WPP-owned I-Behavior is key to achieving that goal.
The idea is to track set-top box data, which could show that a viewer saw a particular spot during a specific show. Xaxis uses Nielsen Online Campaign Ratings and ComScore’s Validated Campaign Essentials, noted Ms. Beaumier, “so broadcast teams know they are buying the same type of user across platforms.”
Post a Comment