Xaxis, Mediacom give S'pore Subway better result of programmatic video ads vs social video
Head-to-head campaign test reveals Xaxis video solution delivered 15 times more viewable cost efficiency versus social video ads
Xaxis, the outcome media company and GroupM’s advanced programmatic arm, in partnership with Mediacom, has announced the results of a recent campaign for Subway which achieved superior performance of programmatic video ads over social video.
Xaxis and Mediacom worked with Subway to evaluate its video ads’ effectiveness across various online platforms, leading to the formation of head-to-head tests between video vendors and set up to compare the costs of viewable completed views (vCPCV).
Xaxis leveraged proprietary premium supply and machine learning to accurately predict and optimise to viewable completed views which resulted in efficient and intelligent media buying. The Subway video campaign ran across both Xaxis video solutions and social platforms.
The test saw a win on both ad efficiency and ad effectiveness with Xaxis’ video solution achieving a 93% lower vCPCV versus the social platform. The campaign’s viewability score was verified by third-party verification partner IAS as three times more viewable than the social video campaign. Additionally, Xaxis delivered more value for Subway’s digital investment by only charging on 100% completed view.
Overall, the campaign results suggest that Xaxis’ video solution drives more superior viewability results compared to social video ads and showcases Xaxis’ ability in delivering cost-efficient reach for Subway’s target audience.
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