This morning brings an announcement from programmatic tech company Xaxis that it has launched Xaxis Radio in the Asia-Pacific region. Xaxis is partnering with both Triton Digital and AdsWizz in the venture.
Xaxis Radio will serve both broadcasters and Internet streaming radio. The sell side of the market is identified by Xaxis as “more than 90 local broadcasters and top-tier Internet radio pure-players, including MediaCorp, Astro and iRadio networks.”
The Xaxis data management platform (DMP), called Turbine, is integrated. According to Xaxis, this enables buyers to integrate radio to their cross-category digital media campaigns.
“Consumption of audio content, particularly music, is becoming more mobile as audio streaming sees exponential growth,” said Rohan Philips, Vice President of Products & Strategy at Xaxis APAC. “By combining unparalleled inventory reach with the real-time segmentation capabilities of our Turbine DMP, Xaxis Radio helps brands reach listeners with relevant and customized ads wherever they are listening to digital radio.”
The announcement promotes audio advertising in mobile listening environments particularly, during “ultramobile activities” like walking and exercising. IN those scenarios, “visual advertising wouldn’t be suitable.”
The launch countries are Indonesia, the Philippines, Malaysia, Singapore and Australia.