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Xaxis DMP using voter data to inform political campaigns launches in the Philippines

Xaxis is introducing a programmatic product for the coming elections in the Philippines that enables political parties to use anonymised voter data to inform their campaign creative on the fly.

Xaxis Politics, which originally launched for the US presidential elections, claims to be the first product of its kind in the region, enabling Philippine political candidates to reach voters with targeted messaging across display, mobile, online video, digital radio, connected TV and social media.

The new service, which uses Xaxis’s proprietary data management platform Turbine, is “a dream for any politician,” the company says in a press release. Xaxis Politics has yet to secure its first client.

Laurent Goirand, head of digital at GroupM Philippines, commented: “Knowing where, how, why and what your voters are talking and getting concerned about is the crux of every politicians’ campaign. These insights not only help them communicate their messages effectively, but to also craft the right message to the right demographic in a crowded digital space.”

Political advertising is big business in the Philippines, where candidates compete bitterly for votes in the presidential and vice presidential elections. Among the most creative of the elections so far has been an ad for Leila de Lima, in which she acted.

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