How Brands Get To Outcome-Based Ads: Xaxis’ Bidon

Sooner or later, every marketing campaign comes down to one thing – selling more. But, somewhere along the line, digital advertising became about the steps along the journey, rather than the destination itself. That is why Xaxis, WPP’s programmatic-focused division, is now predicating its offerings on the outcomes marketers want to achieve. In this video […]

 

Xaxis’ Bidon Sees Dynamic TV Ads Coming into Focus

COLOGNE — TV has always traded on showing a single ad to as large an audience as possible. But the medium is being turned on its head. Pretty soon, advertisers will be using it to show thousands of different ads to individual audiences of just one. When exactly that will happen is anyone’s guess. But “no […]

 

Plista CEO Bidon Aims To Scale Native Ads Globally

CANNES — After Outbrain, Taboola, ShareThrough and other native advertising technology offerings, comes Plista. That is the German native ad tech company acquired by GroupM two years ago. Since then, the agency’s Xaxis unit has been deploying native ad formats around the world, following recent launches in Russia, China and the US. “Bringing it to the […]

 

Programmatic Audio Ads Get ‘100% Attention’: Xaxis’ Bidon

LONDON — So far, the discussion of so-called “programmatic”, automated digital advertising trading has centered on online display and video advertising. But what about advertising in content that no-one can see? Last month, GroupM’s Xaxis programmatic unit announced Xaxis Audio, a program to let advertisers buy at-scale ads in digital audio platforms, including both big mainstream UK radio stations and […]

 

Three Reasons DMPs Are Kingmakers: Xaxis’ Bidon

LONDON — In the increasingly confusing and jargon-filled world of advertising technology, data management platforms (DMPs), software suites which let advertisers bring together disparate customer data sources to better target individual groups within, stand above others. Nicolas Bidon, UK MD of WPP programmatic division Xaxis, tells Beet.TV in this video interview: “The DMP is the brain that […]

 

Supply Constraint Benefits Video Publishers: Xaxis’ Bidon

COLOGNE — The odds are still stacked in publishers paper when it comes to selling online video advertising, industry executives continue to observe. “One thing that continues to be true is the scarcity of quality video inventory, which is a blocker for more widespread adoption of online video,” GroupM’s programmatic unit Xaxis’s UK MD Nicolas Bidon tells […]

 

Group M’s Xaxis Goes Large With TV-Synced Two-Screen Ads

LONDON — More advertisers may soon buy synchronized video ads on multiple digital screens to continue reaching TV viewers distracted by secondary devices. Group M’s data and audience unit Xaxis has already operated the scheme, dubbed Xaxis Sync, in the Netherlands, buying social mobile ads corresponding to TV spots identified by data partner Civolution. Now […]

 

Video Ad Formats ‘Still Not Suited To Multi-Platform’

LONDON — The industry is still not configured to easily producing online advertising that works across digital screens, a panel convened by Beet.TV agrees. Unlike Scandinavia, where 90 percent of pre-roll ads last a mobile-friendly 12 to 15 seconds, most UK pre-rolls are dumped from existing 30-second TV spots, sports video firm Perform Group’s UK […]

 

Xaxis’ Bidon: Programmatic Has Nothing To Do With Pricing

LONDON — Many brands and publishers think so-called “programmatic” online ad sales mechanisms excel at cheap ad inventory. But times could be changing – and so they should, says one GroupM data exec. “At the beginning, programmatic started more from a performance background,” GroupM’s Xaxis UK MD Nicolas Bidon tells Beet.TV. “It was associated, rightly […]

 

Video Ad Networks Must Become Unique To Survive

LONDON — The rise of advanced data-driven and otherwise “programmatic” online advertising sales processes is challenging traditional ad networks to step up and defend their place in the future, a Beet.TV panel of industry execs agrees. “For the development of video as a legitimate channel, they were a necessity,” Videology’s global TV strategy head Rhys […]

 

Xaxis’ UK Chief: Advertisers Spend Channel-by-Channel, Not Multiscreen

LONDON — Consumers are using many different digital devices to watch content and advertising. But ads are still being bought with an air of fragmentation, says one executive. “Mobile is still a very, very tiny fraction of advertising spend,” says Nicolas Bidon, UK MD of GroupM’s Xaxis data-handling unit in this interview with Beet.TV “The […]

 

Programmatic Buying Takes Hold in UK Market

LONDON – Programmatic buying is growing quickly in the United Kingdom and beginning to take hold not only in display but in online video as well, says Nicholas Bidon, UK Managing Director Xaxis. About 12 percent of ad spend in the UK in 2012 came from programmatic buying and this sector of the market is on […]