Light Reaction launches in Hong Kong

Performance advertising company adds Hong Kong to more than 30 markets globally.

Auke Boersma
Auke Boersma

HONG KONG - Light Reaction, a performance advertising business that is part of Xaxis, has launched in Hong Kong. The company is already set up in 33 markets across North America, Europe, Asia and the Middle East. 

As part of GroupM that has launched [m]Platform last year, Light Reaction optimises on numerous performance factors including optimal exposure, geography, time and device to deliver smarter ads.

Speaking to Campaign Asia-Pacific, Auke Boersma, Light Reaction's APAC managing director, said the Hong Kong launch is the logical step after multiple performance campaigns last year. "The technology, optimisation tools, infrastructure, team and partners are in place to act as a trusted partner to GroupM agencies, their clients and direct advertisers. January is a perfect time to step into the limelight and officially launch our outcome based business," said Boersma.

Andy Chung, Xaxis' managing director in Hong Kong will be heading the new team. "Since real performance should be the correct KPI metric to measure, Light Reaction's solutions are critical for all types of brands," said Chung. 
 
He revealed that Marriott Hotel Group, New World Hotel Group, Trinity Group, HK Disneyland, Venetian Macau, Scandinavia Airlines, Uber, DBS Bank, Sun Hung Kei Finance, Prime Credit, TransUnion, Monster Strike and Datetix are the brands that are already leveraging on Light Reaction. 
 
This article has been updated. 

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