Xaxis launches Light Reaction, a mobile-first performance marketing company

light reaction logo

Programmatic advertising company Xaxis has announced a new offshoot business, this time concentrating on performance marketing, called Light Reaction. The mobile-first business will adopt an outcome-based, Pay-For-Performance structure, and will initially be available to clients in 20 global markets, including North America, Europe, and Asia.

Light Reaction will be headed up by former Xaxis VP Paul Dolan, who said:


“Light Reaction makes it easy for global advertisers to garner the outcomes they want with zero upfront risk and unparalleled capability to scale results across multiple channels. 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.”

Xaxis new Light Reaction has adopted a pay-for-performance structure

Discussing Light Reaction’s launch, Xaxis CEO Brian Lesser, said:


“Mobile is the only digital media channel that’s essentially always-on, making it a huge target for global advertisers. With Light Reaction we’re arming clients to cut the through the clutter of the space with a platform that takes performance marketing to a new level of customization and accountability, particularly in driving outcomes via mobile devices.”

German retailer Walbusch is one of Light Reaction’s first clients. In an engagement designed to increase customer sales, Light Reaction’s campaign achieved a 17% increase in sales, and an 8% decrease in the cost of new customer acquisition, showing the potential benefits of its Pay-For Performance method.

If you’re interested in knowing more about Light Reaction’s services, then visit its website here.