GroupM's programmatic arm Xaxis has brought programmatic buying and dynamic creative to homepage takeovers for the first time.
A homepage takeover is a type of roadblock in which the homepage is filled by ads from one company for a specified time frame.
Xaxis has successfully completed Australia’s first "programmatic super roadblock".
The industry first, with launch partners GumTree Australia and News Corp Australia, marks the first time a 100% share of voice (SOV) takeover has been executed programmatically for a client.
Xaxis worked closely with GroupM agency Wavemaker and technology partners The Trade Desk and Rubicon Project to develop a flexible and customisable programmatic tech solution to make the campaign possible.
“Over two days we successfully delivered 100% SOV efficiently across two major publisher partners, helping monetise these publisher sites with high-value rich media," Xaxis general manager Steve Wood says.
"The client and the publishers are pleased with the results, and we’re excited to be able to bring this capability to GroupM clients.”
Next the Xaxis team will start to build out the product, with further integration with GroupM’s data analytics suite adding further capabilities around data and dynamic creative to maximise value for clients.
It will also be expanded to include additional publisher partners.
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