Xaxis UK Launches New Six-Second Ad Format

Xaxis Short-Form Video provides an innovative six-second video advertising format available for the first time across Twitter, Snap, Spotify and Global’s digital products

LONDON, 19 SEPTEMBER 2018 – Xaxis, the Outcome Media Company and GroupM’s programmatic media company, today launches its new Short-Form Video product, which allows clients to run campaigns across a selection of premium partners including Twitter, Snap, Spotify, and Global – driving increased digital video advertising reach and engagement.

Offering a mobile-first, six-second video ad format, the new Short-Form Video product is the first of its kind to offer a solution outside of YouTube and Facebook, opening up programmatic opportunities across Twitter, Snap, Spotify, and Global.

Compatible alongside other Xaxis video products, the six-second ad format allows advertisers to capitalise on evolving consumer behaviour and reach 27m UK consumers in brand-safe, premium environments. When used in conjunction with data and analytics tool [m]PLATFORM Audiences, targeting decisions are enhanced – strong early results demonstrate that 70% of video ads were viewed through to completion, which is 10X higher than Facebook’s comparable offering.

“Short-Form Video presents advertisers with the opportunity to deliver snackable content to consumers in a way that guarantees better brand recall and affinity,” said Harry Harcus, MD at Xaxis UK. “We’re pleased to launch the first product of its kind that delivers a cost-effective way to extend digital video advertising reach and frequency across premium social media channels, while complementing longer-form video content. Delivering content to consumers in an engaging, relevant and bite-sized format is a winning formula for advertisers and consumers alike.”

Lucy O’Dwyer, Head of Video Solutions at Twitter UK, commented: “We’re pleased to partner with Xaxis to offer access to In Stream video inventory on our platform programmatically for the first time. We believe short-form video has the power to connect consumers to compelling, brand-safe video ad content and drive positive shifts in key brand awareness metrics for advertisers.”

Xaxis Short-Form Video is now available in the UK, with a planned roll-out to other countries to follow.