Xaxis’ launches Short-Form Video format in APAC market

Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, today announces the launch of its new Short-Form Video product in the Asia-Pacific market, allowing clients to run campaigns across a selection of premium publishers including Unruly’s premium publisher marketplace, Spotify, Rakuten Viber and Dailymotion – driving increased advertising reach and engagement.

The mobile-first, six-second Short-Form Video format is the first of its kind to aggregate high-quality brand safe video ads which are 100% viewable and delivers effective engagement.

Xaxis worked closely in partnership with independent advertising technology company, Sizmek to create this new style of social advertising, giving an edge over current ad options and allowing advertisers to capitalise on evolving consumer behavior. Adding further firsts to Xaxis’ APAC rollout, Sizmek added interactive elements into this Short-Form Video format to drive engagement and dwell time. A new social sharing function increases advertising mileage, while custom emoticon reaction buttons unlock a new dimension in campaign measurement.

“Long gone are the days when advertisers could simply rely on good creative and a big budget. Today, brands look to maximize reach by scaling on digital platforms, but genuine engagement remains elusive. Our new ad format has already proven incredibly effective in terms of high-impact brand recall, giving our clients a huge competitive advantage in this market. By adding social sharing and emotional engagement functions for the first time, we have pioneered a distinct way for outcome-driven brands to optimize and measure their campaign results", said Deepika Nikhilender - SVP, APAC, Xaxis.

“We're super excited to be part of this initiative to innovate the short-form video format. Emotionally engaged audiences drive uplifts in every key metric from completion rates through to sales and ROI. Our latest study found brand uplifts of up to 235% could be driven by emotional engagement. Whilst longer storytelling absolutely has a place in building long term profitable brands, the 6" format gives advertisers the chance to engage their audiences on the move and capture their attention. We know that 6 second ads are on the rise, and the data shows they work well as drivers for reminder and response - so making this content easily shareable is a welcome innovation. With over two-thirds of the Asia-Pacific population being mobile users hungry for bite-sized content, we see Xaxis' short-form video format set to make a big impact in the region and drive tangible outcomes for brands”, said Phil Townend, Chief Commercial Officer, APAC, Unruly.

“Our partnership with Xaxis to create this APAC-first Short-Form Video product reflects our commitment to building personalized experiences for consumers to connect with brands. This new product will enable brands to be more creative on the smaller screen. The custom emoticon reaction buttons we built into the ad format allow social media users to interact seamlessly with ad content, giving advertisers a more holistic way of measuring audience engagement”, said Peter Hunter, General Manager, APAC, Sizmek.

Key clients in the APAC region are already beginning to implement Xaxis’ Short Form Video format with outstanding results. A campaign for an entertainment client in the Philippines was one early example of its success: within a one-month period, Short Form Video ads achieved 68% viewability, with over two-thirds of viewers watching the ad in full. By comparison, Facebook’s video ads in the Philippines typically have a 7.88% viewability rate with less than one-fifth of viewers watching to the end.


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