Paul Dolan, general manager of Light Reaction
WPP’s programmatic platform Xaxis has announced the launch of a new mobile-first advertising business designed to combine scientific insight into how audiences perceive, relate and react to advertising.
Based around a pay-for-performance media model, Light Reaction has been designed to maximise the volume of outcomes a brand is able to achieve through the use of audience data, high-performing media inventory and real-time programmatic technologies.
The new platform also aims to help advertisers stand out in an increasingly crowded digital landscape of consumers’ mobile devices.
“Light Reaction makes it easy for global advertisers to garner the outcomes they want with zero upfront risk and unparalleled capability to scale results across multiple channels,” said Paul Dolan, general manager of Light Reaction.
“We’ve developed a model for performance marketing that allows brands to meet precise objectives of customer response while drawing a direct line between ads and results.”
When partnering with German retailer Walbusch, tasked with the outcome of driving new customer sales, the Light Reaction campaign increased sales by 17%, while decreasing new customer acquisition costs by 8%.
“Mobile is the only digital media channel that’s essentially always-on, making it a huge target for global advertisers,” said Brian Lesser, global CEO of Xaxis.
“With Light Reaction we’re arming clients to cut the through the clutter of the space with a platform that takes performance marketing to a new level of customisation and accountability, particularly in driving outcomes via mobile devices.”
At launch, Light Reaction will be available in 20 markets across North America, Europe, Asia and the Middle East.
