Xaxis has launched a programmatic hub to help Chinese brands run digital display campaigns outside of China.
The Outbound Hub enables China-based companies to leverage Xaxis’ technology and its global media network to run programmatic campaigns across foreign markets. The hub provides brands with audience strategy and planning, multi-market campaign operations and optimisation, and reporting and analytics.
The launch comes as Chinese companies increasingly look to promote their brands and products in overseas markets as they look to grow globally. A number of Chinese brands, including Vivo and Wanda, invested in World Cup sponsorships in a bid to boost awareness globally.
Nicolas Bidon, global CEO of Xaxis, said, “As more and more Chinese brands look at international markets to accelerate their growth, we are delighted to launch the Outbound Hub to bring them the wealth of talent, data and technology at the core of Xaxis. I have no doubt that our mastery of programmatic advertising in 47 countries will help Chinese brands achieve even greater success abroad.”
Patrick Xu, CEO of GroupM China and WPP China, added, “Chinese brands running overseas campaigns face formidable challenges. It is not easy to have an in-depth understanding of different media ecosystems in overseas markets or the media and data polices effective in different regions, not to mention cultural and language barriers, and time-zone differences.”
“The Outbound Hub is aimed directly at these pain points. Our goal is to provide one-stop programmatic solutions for Chinese brands that bring great value to our clients," said Xu.