Xaxis Rolls Out Marketing Triggers in MENA

WPP's audience profiling and targeting division Xaxis has rolled out its 'moment' marketing solution Xaxis Triggers in the MENA region. The system allows advertisers to use external factors such as a weather forecast, TV ads or stock prices to trigger complementary programmatic campaigns.

Xaxis was formed in 2011, promising to bring together the global group's ad buying capabilities with a colossal database to offer clients the 'world's largest pool of audience profiles'.

The Triggers solution serves ads based upon both real-time events and user interests. For example an ad on TV might trigger the execution of a second screen campaign in sync with it; or changes in weather conditions can be used with geo-targeting of online campaigns to promote appropriate products.

Marcus Siddons (pictured), MD Xaxis MENA, explains: 'Poorly timed communication can be ignored or create resentment, however, there are points when individuals will truly want to connect with a brand. Capturing these moments can create a positive, shared experience that increases awareness and response rates. Xaxis Triggers helps brands reach audiences with the right message at the right time, and we are bringing this exciting capability to clients in the MENA region for the first time'.

Web site: www.xaxis.com .