Light Reaction Launches in Indonesia and Thailand, Bringing Mobile–First Performance Advertising into Both High Mobile-Growth Countries

          Xaxis, the world's largest programmatic media and technology platform, announced today the market expansion of Light Reaction, its mobile-first performance advertising business, into Indonesia and Thailand. The launch consolidates Light Reaction's aggressive drive for regional industry leadership, with existing offices in China, Malaysia, Singapore, South Korea and Taiwan.
          Light Reaction's performance model combines scientific insight into how audiences perceive, relate and react to advertising with the data resources and scale of Xaxis to deliver highly accountable results for global brands. Light Reaction's response-oriented approach, which also allows brands to benchmark campaign performance according to offline as well as online outcomes, increases the value brands can drive through digital marketing.
          The two new office launches are a necessary business progression for Light Reaction as there are approximately 149.2million* and 45.6million^ mobile subscribers in Indonesia and Thailand respectively as of 2015. This brings an incredible amount of mobile advertising opportunities, but it also dramatically increases the need for advertisers to have the necessary programmatic solutions and consumer insights to realise optimal mobile campaign performance.
          "Indonesia and Thailand are two of the fastest growing mobile markets in South East Asia, and we recognize the high demand in the market for a fully capable mobile performance product that makes it easy for advertisers to achieve results-driven volumes through various digital channels," said Ed Thesiger, Chief Executive Officer, GroupM Indonesia.
          Light Reaction's performance marketing platform leverages the mobile-first technology of recent Xaxis acquisition ActionX, a leader in mobile app and cross-screen advertising and Turbine, Xaxis' proprietary data management platform, which provides real-time audience segmentation and modelling capabilities.
          "Light Reaction's innovative programmatic technology is robust and proven in targeted performance marketing. Combined with our expertise and experience, we have a formidable mobile performance solution, that provides a 360 degree approach towards digital advertising," said Niklas Stalberg, Chief Operating Officer, GroupM Interaction, Thailand.
          While Light Reaction's mobile-first approach reflects the ever-increasing prominence of mobile, its products are channel agnostic. Advertisers can run coordinated campaigns and capture outcomes across multiple channels. They will also now have the opportunity to pair Light Reaction outcome-focused media products alongside Xaxis' audience products in Indonesia and Thailand.
          "Following Light Reaction's success in the region and as part of our aggressive regional and global expansion plans for 2016, we're very excited about our foray into the Thai and Indonesian markets. With the specialized product offering and expertise we bring, I believe we're here to change the mobile advertising landscape in both countries by delivering the desired results for advertisers while enhancing the mobile user ad experience," said Auke Boersma, Light Reaction Managing Director, Asia Pacific.

*^ eMarketer_Global_Mobile_Landscape_2015-A_Country-by Country_Guide_to_Mobile_Phone_and_Smartphone_Usa.pdf