Through Xaxis Radio, advertisers can execute at-scale digital radio buys across inventory from more than 90 local broadcasters and top-tier Internet radio pure-players, including MediaCorp, Astro and iRadio networks.
Xaxis partnered with digital audio companies Triton Digital and AdsWizz for the APAC region and today’s announcement follows the product’s introduction in Australia in June 2015, via strategic partnership with Southern Cross Austereo (SCA) and Triton Digital.
Triton Digital already has a presence in the region, launching a2x, its programmatic audio advertising exchange via a partnership with Big Mobile, which was launched in December last year in Singapore, Malaysia, Hong Kong, Thailand, the Philippines, and Indonesia.
The new product offered by Xaxis is integrated with Turbine, the agency’s data-management platform (DMP), enabling advertisers to incorporate online and mobile radio buys within their overall digital media campaigns. It enables audience targeting by Turbine data, radio content, or daypart and extends reach beyond terrestrial radio to encompass the digital radio audience.
Rohan Philips, vice president of products and strategy at Xaxis APAC, said the consumption of audio content, particularly music, is becoming more mobile as audio streaming sees exponential growth.
"By combining unparalleled inventory reach with the real-time segmentation capabilities of our Turbine DMP, Xaxis Radio helps brands reach listeners with relevant and customised ads wherever they are listening to digital radio,” he said.
Philips added that with Xaxis Radio, advertisers will be able to reach their target audiences in situations where visual advertising wouldn’t be suitable including such “ultramobile activities” as driving, walking and exercising.