He says that the platform serves synched ads to multiscreen viewers, many who reach for their handheld during TV commercials breaks. He says that the product “captures the imagination of our clients and our (GroupM) agencies.” They find it “intuitively appealing,” he adds.
Launched last year in the Netherlands, the platform is running nine markets, including in the U.S, Canada, UK, Italy and Spain. The ad-synch product has been developed in collaboration with Civolution, the Netherlands-based audio content recognition company.
The Dutch company monitors global television advertising in real-time and provides trading desks and other partners with that information who then serve ads to targeted audiences. Schlickum notes that Xaxis uses the real-time TV ad data with open exchanges for maximum reach.
The State of Programmatic
Also in this interview, Schlickum speaks about the slow evolution of programmatic TV planning. He also speaks about the value of private vs. open exchanges. And, he provides his forecast on trends to watch at DMEXCO.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. The series is sponsored by Civolution.