Xaxis Launches Outcomes based unit Light Reaction

What: WPP’s Xaxis has launched a pay-for-performance media model called Light Reaction.
Why it matters: As performance marketing currently assumes about 10% of Xaxis’ more than US$700 million business, the new business is expected to outmatch its other revenue streams.

PPyIk0Nu_400x400WPP’s Xaxis has launched a pay-for-performance media model called Light Reaction.The new mobile-first performance advertising business will be rolled out across 20 markets across North America, Europe, Asia and the Middle East.The company expects the new unit to outmatch its other revenue streams.

Light Reaction will be led by general manager Paul Dolan, who previously served as executive vice president, general manager, performance marketing at Xaxis.The new business aims to  guarantee pricing, bound customer outcomes such as sales, leads and downloads.

“We’ve developed a model for performance marketing that allows brands to meet precise objectives of customer response while drawing a direct line between ads and results,” said Dolan.

“We see this part of the business growing as rapidly if not more than the business we already built within Xaxis,” said Xaxis CEO Brian Lesser.

One example of work Light Reaction has done is German retailer Walbusch, where it was tasked with the specific outcome of driving new customer sales. Light Reaction’s campaign increased new customer sales by 17 %, while decreasing new customer acquisition costs by 8%. According to the agency, this was under Light Reaction’s pay-for-performance model and the client only paid for directly attributed new customer sales.

Light Reaction’s platform was created after Xaxis’ acquisition of ActionX combined with GroupM’s QUISMA tool and Xaxis’ own Turbine.

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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