Focusing on being leaders in what you do, providing superior service and developing a cutting edge product is no easy task. This, whilst at the same time working at a fast moving pace, can sometimes mean that slowing down to find an opportunity to help refocus and strengthen a partner’s strategy can be a luxury. We recently had an opportunity to do so, and there are immense benefits of such close collaboration.
This article was written by Harry Robinson, Head of Agency Sales EMEA at Celtra.
Focusing on being leaders in what you do, providing superior service and developing a cutting edge product is no easy task. This, whilst at the same time working at a fast moving pace, can sometimes mean that slowing down to find an opportunity to help refocus and strengthen a partner’s strategy can be a luxury. We recently had an opportunity to do so, and there are immense benefits of such close collaboration. Seeing a client prospering, while our mutual, cross-discipline, hard work leads to tangible results is not only satisfying, but affirms why we do what we do.
Xaxis, GroupM’s global digital audience platform that programmatically connects advertisers and publishers across all addressable channels, approached Celtra to help them strengthen their display brand advertising offering, particularly when it comes to smartphone and tablet devices. Together with H-ART, GroupM’s EMEA based digital creative agency, Celtra not only helped Xaxis create a portfolio of effective display ad formats but also worked with Xaxis’ technical product team to allow for programmatic optimisation beyond the initial banner interaction.
“Here at Mindshare, we are keen to utilise more of Xaxis’ audience buying offering and their reach of premium publishers is exactly what our brand advertising clients are looking for. Knowing that Xaxis is working with Celtra gives us confidence that they will be able to deliver superior results.”
– Neil Bruce, Head of Mobile, Mindshare UK
The project consisted of the following two parts:
Creative Portfolio
Developing a creative portfolio, H-ART carefully studied Celtra’s in-depth quarterly benchmark reports and best practices in order to learn which creative solutions deliver the most effective engagement rates for specific industry verticals. Xaxis’ in-house campaign optimisation team then followed these insights to ensure that all Xaxis campaigns are focused on delivering above benchmark performance.
Operational Integration
The goal of the technical part of the project was to guarantee each campaign is programmatically optimised for a specific client goal and viewable impressions. In order to be able to do that, we had to connect our AdCreator analytics with Xaxis’ own audience’s buying and optimisation platforms. Meaning, Xaxis is now able to analyse where, exactly, viewable impressions and user engagements within the creative are coming from across their wide range of buying points. This would not have been possible without teamwork and a close relationship with Xaxis’ technical product team.
It gives us greater control over our campaigns and allows us to deliver superior campaign results for our clients. We have, together with Celtra, worked hard to define our mobile offering. They really understand Xaxis’ priorities and have played an important role in helping us learn how we can make the most out of integrating their tools into our processes and systems.”
– Davide Rosamilia, Technical Product Manager at Xaxis
The deliverables from this project are already in full use for all Celtra units currently live across Xaxis’ campaigns. Most importantly, GroupM’s media buying agencies are already seeing the results of this initiative. It’s been a pleasure to work with Xaxis and H-ART and it’s rewarding for everyone at Celtra to see our partners making the most of our platform.