Global programmatic media and technology platform Xaxis has launched a new programmatic hub to assist Chinese brands to run digital display campaigns outside of the region.
With brands in China increasingly looking to promote their products and services in overseas markets, Xaxis has responded with a platform that enables companies to utilise its technology and global network to run programmatic campaigns across foreign markets.
Known as The Outbound Hub, the platform provides advertisers with audience strategy and planning in addition to multi-market campaign operations, optimisation, reporting and analytics.
“As more and more Chinese brands look at international markets to accelerate their growth, we are delighted to launch the Outbound Hub to bring them the wealth of talent, data and technology at the core of Xaxis,” said Nicolas Bidon, global CEO of Xaxis.
Programmatic advertising in China has grown significantly over the last 12 months, particularly in the mobile channel where BAT companies and technology giants such as Baidu, Alibaba and Tencent have driven ad spend in the channel to newer levels.
A recent report from eMarketer estimated that 79.9% of China’s programmatic ad spend went to mobile in 2017 while programmatic ad spend totalled $16.69 billion in the “mobile-first” market.
“Chinese brands running overseas campaigns face formidable challenges. It is not easy to have an in-depth understanding of different media ecosystems in overseas markets or the media and data policies effective in different regions, not to mention cultural and language barriers, and time-zone differences,” commented Patrick Xu, CEO of GroupM China and WPP China; “The Outbound Hub is aimed directly at these pain points.”