Making Science

GroupM's Xaxis launches six-second video ad format

Tyrone Stewart

XaxisXaxis, GroupM’s programmatic media company, has launched a short-form video product, enabling clients to run campaigns across platforms run by the likes of Twitter, Snap, Spotify, and Global.

The mobile-first, six-second video ad format is compatible alongside other Xaxis video products and, according to the company, enables advertisers to reach 27m UK consumers in a brand-safe manner.

“Short-Form Video presents advertisers with the opportunity to deliver snackable content to consumers in a way that guarantees better brand recall and affinity,” said Harry Harcus, MD at Xaxis UK. “We’re pleased to launch the first product of its kind that delivers a cost-effective way to extend digital video advertising reach and frequency across premium social media channels, while complementing longer-form video content. Delivering content to consumers in an engaging, relevant and bite-sized format is a winning formula for advertisers and consumers alike.”

The video product is available now in the UK with Xaxis having plans to roll it out to other countries in the future.