GroupM-owned programmatic media tech platform Xaxis has launched its real-time second screening ad product in Australia.
The media agency stressed the need for the new tool as more and more brands seek to maximise their television efforts and boost their second-screen inventory reach.
'Xaxis Sync', which allows advertisers to deliver coordinated tablet, laptop and smartphone ads, at-scale, simultaneously with TV ads, was rolled out across Europe and the US earlier this year.
Now, Australia, China, Japan, Hong Kong, Korea, Singapore and Malaysia will have access to what Xaxis calls the 'first fully programmatic product' to allow advertisers to deliver ads on mobile devices - coinciding with real-time ads running on their TVs.
Global CEO of Xaxis, Brian Lesser, said the product provides a method for reaching viewers as they shift their attention from the TV screen to smartphones, tablets and laptops during ad breaks.
The product aims to extend the brand experience beyond the TV to reach consumers as they access media across devices.
Using video identification technology, Xaxis Sync captures and analyses metadata about TV spots airing on more than 2,000 channels across the globe. When a spot runs, Xaxis is able to use this metadata as a trigger to deliver complementary ads on viewers’ smartphones, laptops or tablets that run within two seconds after the start of the TV spot.
As Xaxis has at-scale access to mobile web, in-app and online inventory on the most heavily trafficked apps and websites, Xaxis Sync provides advertisers with a tool to re-engage with lost TV viewers in real-time.
“Television viewing is an increasingly multi-screen affair as the number of global consumers watching television with one or more companion devices continues to grow,” Lesser said.
“Xaxis Sync meets consumers where they are, bringing the reach and accuracy of real-time programmatic to second-screen advertising across the most trafficked apps, mobile properties and websites.”
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