WPP’s programmatic audience company Xaxis has chosen creative tech start-up Scoota to roll-out media offerings for brands including Jaguar.
The partnership, which will incorporate Scoota’s tech solutions and ad formats with Xaxis’ audience data capabilities, will see the companies working together to increase targeting and impact.
“Our decision to work with Scoota as a rich media partner rested on their programmatic-first approach to rich media creativity,” said Xaxis director of product and technology Ed Fanning.
“For the first time, our brand clients will be able to activate powerful audience-targeted rich media advertising programmatically and deliver at scale on Xaxis directly-sourced premium inventory.”
All media activation is being planned by Mindshare. “We’re very excited by the fantastic results we are seeing across each of our clients’ campaigns as a result of this collaboration,” added Mindshare client director Michelle Pearson.
“The combination of data-fuelled insights and programmatic-driven creativity has helped us deliver a brilliant campaign already for Jaguar amongst others – we’re really looking forward to seeing what comes next.”
Scoota claims its campaign delivery technology offers unique pre-reading of ad space in real time, reducing the need for pre-testing and independent site integration.
“Our strategy for the past three years has been to provide fully self-service tools to help media agencies deliver brilliant brand activity,” said Scoota chief executive officer for tech and distribution Steve Filler.
“Since launching the concept of scalable creative programmatic into the market in February 2015, it’s been fantastic to see it gather serious momentum across the industry’s biggest agencies and brands. We’re thrilled to add Xaxis as an agency partner as they’ve been a key driver in this space.”