Whitepapers - Xaxis

What's in store for programmatic advertising in 2023: Xaxis India report

Xaxis — Thu, 15 Dec 2022 21:40:02 +0000

What's in store for programmatic advertising in 2023?

The landscape for digital media has radically changed in just a few years. Consumer habits have shifted as smartphone ownership has increased and people spend more time in front of screens. People are relying on digital devices for entertainment, banking and even shopping for daily necessities. E-commerce is on the rise. At the same time, efforts towards a cookieless world and increased scrutiny from regulators has spurred advertisers and ad-tech companies to shift their focus from cookies to first-party data.

In this Xaxis India report, we explore how to future-proof digital advertising for tomorrow. It’s time to connect the consumer’s intent to their journey every step of the way.

To know more about this and more, fill out the form below to read our detailed whitepaper, and welcome to the world of Programmatic.

Programmatic Expectations: What brands are demanding in 2023

Xaxis — Thu, 08 Dec 2022 08:00:29 +0000

As we approach 2023, the uncertainty facing marketers looks set to continue into next year and beyond. What forecasts, if any, can we make about the programmatic advertising marketplace in 2023? How are brands adapting to the increasingly complex and confusing landscape? What sort of support are they demanding from their programmatic media partners?

Xaxis UK, in partnership with New Digital Age, invited a panel of digital marketing experts to share their forecasts for the year ahead and their thoughts on four of the hottest topics facing the industry: sustainability; omnichannel marketing; the role of machine learning and the rise of ‘attention’ as a marketing metric.

This report gathers up-to-date analysis and predictions from Boots, Tripadvisor and Hilton, from agencies MediaCom, Mindshare and Wavemaker, and from the IAB UK, making it a ‘must read’ for future-facing marketers.

Certainty in uncertain times: how programmatic media helps brands drive impact in a turbulent market

Xaxis — Thu, 20 Oct 2022 18:39:08 +0000

In response to the prospect of a uniquely challenging Q4 for advertisers, Xaxis UK has created an insight report addressing how programmatic media can help brands drive impact in even the most turbulent times.

The report gathers the latest views of senior decision-makers from a range of agencies, media platforms, brands and trade bodies, including MediaCom, Mindshare, and Wavemaker.

The report focuses on challenges facing advertisers and their agencies in Q4 and beyond, the unprecedented levels of uncertainty in the marketplace, the extra pressures on media budgets and the role that programmatic media buying can play in helping to:

Respond with agility to changing market conditions;
Facilitate omnichannel campaigns for more effective cross channel performance;
Facilitate flexibility through in-campaign optimization across inventory and creative;
De-risk media investments by buying against guaranteed media and/or business outcomes;
Offer a test and learn environment to ensure constant optimization of performance

The Retail Paradigm Part 2: How brands are investing in the new era of shopping

Xaxis — Wed, 15 Jun 2022 13:00:13 +0000

78% of marketers agree retail media is strategically important and 73% have changed their operational set-up to maximize the retail media opportunity.

This original research, produced by Xaxis and Catalyst, in partnership with London Research, finds that brands are embracing retail media/platforms and evolving their investment, marketing, and operational strategies to meet the new retail paradigm.

This report is a companion piece to Part 1 of the Retail Paradigm: The Evolution of Consumer Shopping which examined the latest trends in consumer behavior and attitudes to shopping and retail experiences. As the pandemic accelerated new consumer behaviors and market offerings, Part 2 asks: how are brands responding, what barriers do they face, and what further actions should be taken to thrive within this new paradigm?

Key Findings from Part 2 of the Retail Paradigm

- The rise of retail networks and DSPs is accelerating a convergence of shopper and commerce strategies:

- - - - Most brands (77%) have created new marketing budgets AND shifted budgets (73%) to support e-commerce media investment. They are also increasing their investment in retail DSPs across the board.

- Retail media is significantly ahead of all other channels (except social media) in marketing budget growth this year. The significant increase in spend on social media can be partly attributed to retail media through investment in shoppable media, which is projected to increase by 26%.
  - - - Retail media can help balance the funnel in a time where there is increased pressure on performance and short-term sales

- - - - 71% use retail media to improve consideration or increase their share of the category, and more than half (58%) say they invest in retail media to build awareness or extend their reach.

- - The full potential of this new ecosystem has yet to be realized as it is rapidly evolving and still in its early stages. Brands must have conversations with their agency and retail partners now to build understanding and strategies for both short- and long-term success.

Methodology

This report is based on a survey of 333 U.S. marketers working for brands and agencies. Marketers eligible for the survey represent companies (or clients) both selling physical products and investing in retail media advertising, with at least $50m in annual company revenues, and $2m in annual marketing budget for digital media. For selected charts we have compared this year’s findings with the results from a similar survey of brands carried out for the 2021 Catalyst & Xaxis Closing the Gap – Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections report.

The report also includes insights from a range of individuals working for brands, agencies, and retail platforms. Additionally, it draws on the findings from a survey of 2,000 consumers carried out in March 2022, featured more prominently in The Retail Paradigm: The Evolution of Consumer Shopping.

More information about the methodology for these reports is available on request from Catalyst and Xaxis.

Missed Part 1 of the Retail Paradigm?

Download it here to learn more about the motivations behind these findings alongside additional insights into receptivity to advertising, brand loyalty, and the changing consumer journey.

Want to learn even more?

In episode 9 of our podcast, Brittny Schoeneman (Director of Programmatic Commerce Solutions, Xaxis US) , interviews Michael Schuh (VP of Media Strategy, Kroger Precision Marketing) about how a large retail company is responding to and leading the trends.

Listen to this episode on: Apple Podcasts | Spotify | Google Podcasts

The Retail Paradigm: The Evolution of Consumer Shopping

Xaxis — Tue, 10 May 2022 12:00:01 +0000

Download Part 1 of The Retail Paradigm to understand the motivations behind these findings alongside additional insights into receptivity to advertising, brand loyalty, and the changing consumer journey.

Consumer shopping has evolved, but what habits are here to stay?

More than half of U.S. consumers (51%) now say their online purchasing journey most often starts on ecommerce/retail sites, a figure that rises to 55% for the over 55 age group

Xaxis and Catalyst, in partnership with London Research, conducted a two-part original research study to understand changes in consumer shopping and their impact for marketers. Part One: The Retail Paradigm: The Evolution of Consumer Shopping is available now.

This study, based on a survey of 2000 consumers in the US, and interviews with a range of brands, agencies and retail platforms, examines how shifts in consumer shopping have been shaped by the pandemic. We examine what changes are here to stay as brands and platforms evolve their ecommerce, delivery and retail offerings to meet these changes. The takeaway—a retail paradigm.

Our findings show that the pandemic ushered in a new, shorter customer journey and everything is now shoppable that consumers are being driven by convenience and rapid-delivery services. According to GroupM research, global retail ecommerce will reach $5.4 trillion in 2022, and this will only continue to expand now that the largest retailers in the world have captured the attention of younger shoppers (ages 18-34).

Key findings include:

65% of consumers are doing more click-and-collect shopping
Two thirds of consumers under 34 are more likely to buy directly from social media sites, and to be increasingly swayed by influencers.
47% of shoppers ages 55+ want to try a virtual reality (VR) headset to experience something first before buying
27% of those aged 25-34 have tried check-out less shopping and would happily do it again
46% of shoppers cite free shipping as a reason to make a repeat purchase

In a new world where everything is shoppable, masses of consumers are making purchases directly from social media platforms. Our latest research dives into these behaviors and more.

Check out part 1 here ⤵️
— Xaxis (@XaxisTweets) May 11, 2022

Part 2 is now available!

As the pandemic accelerated new consumer behaviors and market offerings, Part 2 asks, how are brands responding, what barriers do they face, and what further actions should be taken to thrive within this new paradigm?

Go to Part 2

The DOOH Difference

Xaxis — Wed, 04 May 2022 11:00:55 +0000

Global consumer attitudes to digital outdoor advertising and its unique potential for brands

This study finds that consumers welcome DOOH in their environments, often more so than marketers, often saying it adds to their experiences outside the home, prompts interactivity and engagement with the messages, and increases their propensity to make a purchase.

Key findings include:

Consumers are more receptive towards DOOH than marketers in eight out of 11 nations we surveyed. They rated the format between ten and 39 percentage points higher in those countries.
A majority (70%) believe DOOH “feels really current” and find it to be a useful format for learning more about products or brands, with 72% describing it as “very” or “quite” informative.
DOOH is showing increasing traction as a performance medium, with many consumers saying that it inspires interaction and encourages them to make a purchase.
- - 38% have visited a website seen on a DOOH ad, 34% have used a hashtag, and 24% have used a QR code. Nearly all respondents (94%) said they find QR codes to be useful.
They find DOOH appealing in multiple ways, often surpassing other forms of traditional and digital media.
- - Compared to TV, 55% more people believe DOOH has ads which improve their perception of the brand (17% vs 11%).
  - Compared to social media, 50% more people believe DOOH delivers memorable ads (24% vs 8%).
  - Compared to online video, 33% more people believe DOOH ads are trustworthy (28% vs 21%).

About the study

Kantar Group conducted the study on behalf of Xaxis and Kinetic, who have teamed to lead Sightline.

A 15-minute survey was completed by 11,000 respondents across 11 countries including USA, UK, Italy, Germany, Australia, Mexico, Argentina, Netherlands, Belgium, Singapore, and India.

All respondents were over the age of 16. Kantar set quotas to ensure that the demographic range of the respondents (age, gender, social grade) was in proportion with the respective national averages of each region.

Sightline

Sightline is GroupM's advanced programmatic DOOH solutions and technology suite, developed in partnership by Xaxis and Kinetic. We help marketers plan, execute, and measure DOOH campaigns as well as integrate them into a holistic omnichannel programmatic strategy at scale. Learn more about Sightline

Kantar

Kantar is the world’s leading data-driven analytics and brand consulting group. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar’s 25,000 people help the world’s leading organizations succeed and grow. Learn more about Kantar.

Want to learn more about Sightline?

Contact the team via the form.

Annual Digital Out Of Home (DOOH) media buyers study from Xaxis and DPAA

Xaxis — Mon, 14 Feb 2022 13:01:17 +0000

Xaxis partnered with the DPAA for their annual DOOH media decision makers study. This comprehensive study examines how multi-channel media buyers perceive DOOH, overall awareness and understanding of the channel, key drivers of growth, and opportunities for knowledge building.

Key findings include:

Digital Out-Of-Home advertising is expanding with marketers increasingly adopting it as part of their omnichannel campaigns
- 66% of advertisers agree that DOOH has been removed from the traditional OOH media planning silo to enable integrated cross-channel buys
- The data-driven capabilities of programmatic DOOH afford flexibility and precision in activating new campaigns
- 36% of omnichannel marketers expect to increase investment in programmatic DOOH in 2022
- Marketers are becoming more sophisticated when it comes to their use of DOOH, but there is still plenty of opportunity for education and understanding of new and emerging technologies
- 58% of marketers and agencies rated themselves “somewhat sophisticated” about buying DOOH

About the study

Xaxis partnered with the DPAA and Advertiser Perceptions, to survey Omnichannel US based brand marketers and agency professionals that were involved in in at least three digital media types, or in traditional OOH plus at least one digital media type. Respondents were involved in decision-making for at least $1 million in annual advertising spend.

Based on latest research with @DPAAglobal, programmatic is the key to DOOH growth with its flexibility in creative and buying, targeting, and data-driven approach.

Discover opportunities in education and awareness in DOOH: https://t.co/tI2PxlyVgS #DOOH #XaxisNA
— Xaxis | We're hiring! 💻 (@XaxisTweets) February 15, 2022

The New Age of Programmatic Advertising: India Report 2022

Xaxis — Wed, 15 Dec 2021 14:43:43 +0000

You may still be wondering - What is Programmatic in New Age Media? Why is it relevant? What’s new, what’s not? and is this just a fancy new term or is there some depth to this?

We collected information based on our years of activity with our clients and partners, researched a LOT about what worked, what WILL work, what we can expect going forward, and how this affects you – the marketer, the customer, the brand owner.

We explore the nuances, travel through the legalese, explain crucial concepts, and break down everything to simplify it for you. Programmatic has expanded its roots beyond video and display and has enabled channels such as DOOH, gaming, location mapping, targeting etc. on the road to evolution. This report also addresses new edge cutting technologies like Artificial Intelligence and Metaverse which are defining the present and promising an elevated future for programmatic media. We address them all and the various concerns that plague and help them along the way.

To know more about this and more, fill out the form below to read our detailed whitepaper, and welcome to the world of Programmatic.

Closing the gap: New omnichannel research from Xaxis & Catalyst

Xaxis — Thu, 15 Jul 2021 08:59:07 +0000

Consumers have moved seamlessly across screens for years. Have brands finally caught up with them?

More digital transformation happened in 2020 than in the previous decade. The expansion of programmatically available inventory and platforms, the rise of new consumer channels, and the rapid acceleration of ecommerce adoption have converged, forcing brands to reframe their media strategy towards a holistic, integrated approach. But is it easier said than done?

It’s against this backdrop that Catalyst and Xaxis, in partnership with London Research, present Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections. This original research report explores where consumers are spending their time and where advertisers are investing their media dollars, revealing opportunities for marketers to close the gap to their consumers using omnichannel strategies.

New data & insights to inform omnichannel strategies

Based on quantitative surveys with U.S. brands and consumers as well as interviews with industry experts from Georgia-Pacific, Clorox, Google, The Trade Desk, GroupM, Seagate, and more, the report explores key areas like:

Consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
Media consumption differences across key demographics
Brand mindset and approach to ongoing experimentation and testing into emerging platforms
Barriers to adopting omnichannel programs and recommended solutions
How budgets are planned and measured against business outcomes
The impact of privacy and identity on consumers, advertisers, and omnichannel programs

Key takeaways

Download the report to access the complete research including new insights like:

The majority of marketers are moving their audio (59%), OOH (57%), In-Game (56%) advertising from traditional into programmatic buying
18-34 and 35–54-year-old groups are equally likely to use new channels and platforms like Fortnite and Twitch
74% of consumers visit an ecommerce site at least once a week and 56% of marketers are increasing their retail media and ecommerce investment
46% of marketers strongly agree their marketing budget has become more dynamic and real-time based on evolving consumer behavior

India’s Programmatic Audio Playbook

Xaxis — Fri, 17 Jul 2020 15:00:12 +0000

Audio is booming as consumers shift from owned music to streamed, from radio to podcasts, and to listening when, where, and how they want. Soon digital will surpass broadcast as an audio consumption channel. It already provides hundreds of billions of streams.

With the boom in digital audio, advertisers are gaining unique chances to reach — and engage — some of their most desirable consumers. Platforms are launching ad-supported audio channels, competing for both users’ attention and media budgets. The introduction of programmatic advertising to audio has facilitated the capability to automatically insert ads. Targeting and measurement offer unique ways to segment, customize, automate, and attribute audio messaging as part of a larger media mix.

Audio programming can draw listeners in, create a sense of intimacy, and form a literal touchpoint into ears. It can stir emotions, inspire laughter and foot-tapping, even a dance. It is a way consumers educate themselves, find out the news, hear from celebrities and politicians, express social preferences, and indicate moods, tastes, and even generational status.

India is only at the start of its journey in digital audio advertising — but new data suggests that this category is about to take off in this nation in a big way.

Explosive smartphone adoption has led to a 17x increase in content consumption. A staggering 97% of people listened to music through their device in the past three months, and they devote an average of 19.1 hours per week to the activity.
Yet, according to our survey, the vast majority of advertisers in India devote less than 10% of their budget to digital audio. Why?

Our playbook provides a detailed analysis of the current state and projected direction of digital audio advertising in India. It explores important considerations from both the buy-side and sell-side to give a high level perspective. It presents real-world examples alongside qualitative data to fully explain the challenges, misconceptions, opportunities, and outcomes that exist in the category today.

This paper will equip you with all the knowledge you need to approach programmatic digital audio advertising with clarity and confidence.

Amazon Advertising For Brands

Xaxis — Tue, 01 Oct 2019 07:00:48 +0000

Amazon has become an advertising powerhouse, with an industry-leading DSP, unparalleled consumer data, and unmatched access to consumers during their purchase consideration cycles.

To gain an upper hand through Amazon, brands and their partners must have a thorough understanding of the ecosystem in the
broader market context as well as the hands-on capabilities to maximize success in this unique marketplace.

From the nuances of the platform to the scope of its influence and the scale of its disruption, our experts have put together a complete guide on what brands and marketers need to know about advertising in the Amazon ecosystem.

The Unique Opportunities of Digital Audio Advertising

Xaxis — Tue, 03 Sep 2019 12:00:27 +0000

Excited by the opportunities, advertisers plan to increase their spend in audio this year and beyond. They are able to combine the best of what audio can give — deeply engaged consumers listening to favorite music and programming — along with the targeting and data that digital and programmatic afford. For advertisers, digital audio presents a chance to maximize the power of ad budgets and optimize with targeted reach as never before.