GroupM’s Xaxis to work with SG proptech Really’s ‘eScreens’

Singapore – Xaxis, the programmatic unit of media investment company GroupM, has announced a new partnership with Singapore-based proptech Really Singapore, as Xaxis extends its programmatic DOOH (Digital-Out-of-Home) network in Singapore, particularly among the prized audience segment of affluent consumers.

The Premium Audience Advertising Network features Really’s ‘eScreens,’ a network of digital notice boards installed in high-traffic locations across a growing number of condominiums throughout Singapore. As work-from-home (WFH) protocols become the new normal for many Singapore residents, Really’s ‘eScreens’ are presenting advertisers with new opportunities to engage the island’s high-income working professionals.

Joerg Zeugner, CEO at Really Singapore, said, “We are excited to collaborate with GroupM and Xaxis, two digital-forward entities owned by the world’s largest advertising company, WPP. This is where the best in PropTech meets the best in AdTech – a strategic alliance that opens up for brand owners the opportunity to effectively engage a valued audience segment living within premium, gated, and exclusive communities.”

Through the ‘eScreens’, property managers will now have the ability to distribute real-time updates for the benefit of their residents at any time, from anywhere. For brand owners and advertisers, these screens give access to a captive and recurring audience, with their content appearing alongside important updates, local news, and affairs of the estate. 

Felicia Poon, head of investment at GroupM Singapore, commented that as people continue to work from home, they see the partnership as a great opportunity to contextually and smartly engage them. 

“Really’s platform and technology will enable our agencies to enhance the value of our DOOH offering across condominiums in Singapore, cementing our position as the leading media company,” Poon stated.

Meanwhile, Josh Quek, managing director at Xaxis Singapore, said that the partnership roots from the past digital evolution of the past 12 months, which has introduced new ways of reaching audiences, in line with rapidly changing consumer behaviours. 

“Through this partnership with Really, we are pleased to be able to offer brands the opportunity to reach residents within the grounds of their condo. Delivering DOOH campaigns programmatically allows us to address concerns brands may have regarding measurability, proving that DOOH advertising truly is the future,” Quek stated.