Xaxis launches Light Reaction division in HK

Light Reaction, a division of GroupM programmatic operation Xaxis, has launched in Hong Kong.

The announcement: 

HONG KONG, China – January 19, 2017 – Light Reaction, an outcomes-driven performance advertising business that is part of Xaxis, announced today the launch of operations in Hong Kong.

Light Reaction’s pay-for-performance media model provides advertisers with a risk-free way to drive real outcomes such as sales, subscriptions and other concrete forms of engagement, paying only for clearly defined consumer results. Hong Kong’s launch solidifies Light Reaction’s presence in 32 markets across North America, Europe, Asia and the Middle East.

Light Reaction achieves the best outcomes possible by optimizing for numerous performance factors, including optimal exposure, geography, time and device. This is in addition to locating the best-performing spot on the webpage or app for the specific campaign goal. Light Reaction insights and methods are shared openly with clients, showing the precise route and decision-making process that led to each outcome.

“Light Reaction provides clients a risk-free approach to advertising – processing payment only when consumers react positively with an ad and guaranteeing meaningful results,” said Auke Boersma, Managing Director APAC, Light Reaction. “We are constantly focused on delivering positive results by targeting and identifying key audiences at the right moment – regardless of where they are accessing media.”

“In addition to leveraging robust data, high-performing media inventory and real-time programmatic technologies, Light Reaction’s products are channel agnostic. Advertisers can run coordinated campaigns across multiple channels to capture desired outcomes wherever they may be. This is something that the Hong Kong market is more than ready for,” adds Andy Chung, Xaxis Managing Director, Hong Kong.

“By leveraging on data, creativity and technology, Light Reaction ads continue to get smarter; the data stream between expected audience outcome and machine learning allows the team to set forth high-quality outcomes on a regular basis,” said Melanie Lo, CEO Hong Kong, GroupM. “Already a success within sectors of the Asia Pacific regions, we are excited for the launch of Light Reaction in Hong Kong.”

Source: Xaxis press release


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