PropTech Meets AdTech in a Strategic DOOH Alliance
Xaxis and Really Singapore Ink Deal to Target Consumers in the Premium Audience Condominium Advertising Network
Xaxis, GroupM’s advanced programmatic company, announced a strategic partnership with Really Singapore, Asia’s leading PropTech platform. This partnership gives GroupM’s full suite of agencies (Mindshare, MediaCom, Wavemaker, Essence, and m/SIX) access to Really’s Premium Audience Advertising Network through Xaxis. With this collaboration, Xaxis will significantly extend its programmatic DOOH (Digital-Out-of-Home) network in Singapore, particularly among the prized audience segment of affluent consumers.
The Premium Audience Advertising Network features Really’s “eScreens,” a network of digital notice boards installed in high-traffic locations across a growing number of condominiums throughout Singapore. As work-from-home (WFH) protocols become the new normal for many Singapore residents, Really’s eScreens are presenting advertisers with new opportunities to engage the island’s high-income working professionals.
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Really Singapore’s sound-enabled 55-inch digital screens will replace the traditional felt and cork pin-up notice boards prevalent across many projects. This will provide property managers with the ability to distribute real-time updates for the benefit of their residents at any time, from anywhere. For brand owners and advertisers, these screens give access to a captive and recurring audience, with their content appearing alongside important updates, local news, and affairs of the estate.
Joerg Zeugner, CEO of Really Singapore, said, “We are excited to collaborate with GroupM and Xaxis, two digital-forward entities owned by the world’s largest advertising company, WPP. This is where the best in PropTech meets the best in AdTech – a strategic alliance that opens up for brand owners the opportunity to effectively engage a valued audience segment living within premium, gated, and exclusive communities.”
Felicia Poon, Head of Investment, GroupM Singapore, adds, “We’re pleased to embark on this partnership with Really. As people continue to work from home, we see this as a great opportunity to contextually and smartly engage them . Really’s platform and technology will enable our agencies to enhance the value of our DOOH offering across condominiums in Singapore, cementing our position as the leading media company.”
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GroupM projects that the DOOH market in Asia-Pacific will grow by 11.8% over the next three years, with a CAGR of 3.8%. DOOH is experiencing accelerated growth due to increasing availability of programmatic inventory and new advancements that enhance the medium’s measurability, flexibility, and efficacy for advertisers. This partnership with Really is the latest in Xaxis’ continuing global investments into DOOH. The innovations and opportunities brought forward by PropTech will help the company reach valuable audience segments in Singapore and deliver stronger media outcomes for its clients.
Josh Quek, Managing Director, Xaxis Singapore, comments on the partnership: “The digital evolution of the past 12 months has introduced new ways of reaching audiences, in line with rapidly changing consumer behaviours. Through this partnership with Really, we are pleased to be able to offer brands the opportunity to reach residents within the grounds of their condo. Delivering DOOH campaigns programmatically allows us to address concerns brands may have regarding measurability, proving that DOOH advertising truly is the future.”
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