WPP’s Xaxis launches in China
10 October 2012
GroupM-owned audience buying company Xaxis has launched its operations in China, in an attempt to further its global expansion plans.
Headquartered in Shanghai with a second office in Beijing, Xaxis China will work closely with GroupM China to provide comprehensive audience buying solutions to global and local advertisers.
The China division will be led by Xaxis’ former director, global business development, Rajesh Sukhwani, who will now serve as managing director.
Xaxis China will offer in-market advertisers a platform for designing and running data-driven audience buying campaigns across Chinese digital media.
Advertisers will be able to implement coordinated campaigns on multiple channels including display, online video, social and mobile, via the proprietary Xaxis Data Management Platform (DMP), as well as track and measure their results with transparency.
“In addition to the technology, our on-the-ground team, led by Rajesh, will bring a deep understanding of the overall China marketplace and will be able to guide clients in developing and implementing the most effective digital strategies,” says Xaxis chief executive Brian Lesser.
“Rather than simply delivering impressions, which is still the dominant metric in China, the Xaxis DMP empowers clients to selectively connect with those audiences that are most relevant to their message,” says Sukhwani. “In addition to benefiting brands, this audience-based approach also helps publishers and media owners by boosting the response rates on the ads they show.”
Devina Joshi, London