Light Reaction launches in Philippines

GroupM-owned performance advertising business adds another new office in Southeast Asia.

Auke Boersma
Auke Boersma

Light Reaction, the performance advertising business that is part of Xaxis, has launched in Philippines.

The company already has a presence in the region with operations in Singapore, Thailand, Malaysia, Indonesia and most recently Vietnam, while Philippines is the 10th market it has entered in APAC.

Auke Boersma, managing director APAC, told Campaign Asia-Pacific that it has been Light Reaction's plan to bring its business to places where Xaxis has a presence.

"The global industry trend is that programmatic advertising is becoming more and more performance focused. We want to fulfill that growing need in the Philippines as well by combining proprietary media, data and technology," said Boersma in an email response.

Light Reaction's capabilities include full app-marketing strategies (pre-load, install, engagement and re-engagement), mobile campaigns and cross device campaigns.

Boersma said the internet speed in Philippines, which is notoriously slow by global standards, would not pose a hindrance.

"We leverage HTML-5 type of creatives, and our ad server has lighter backup creative available when a slower internet speed is detected," said Boersma. "These technical solutions, together with the size of the population and online savviness, makes the Philippines more than ready."

Puneet Arora, GroupM CEO for Philippines and Singapore, called Light Reaction's channel-agnostic approach "the next generation of performance marketing".

“We are excited to see its expansion in the Philippines," said Arora in a statement.
 
Mathieu Cuny, currently the director of Xaxis for Philippines will head Light Reaction. He and his team of four will manage the business of both Xaxis and Light Reaction for the Philippines team.
 
The company declined to reveal the brands it is working with but said its portfolio include brands in the telco, automotive, fast food restaurants and the hospitality industry.

This article has been updated, adding additional comments from Boersma.

 

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