Xaxis inks deal with proptech platform Really Singapore Details 21 April 2021 GroupM’s programmatic arm, Xaxis, has tied up with proptech platform Really Singapore to give GroupM’s full suite of agencies Mindshare, MediaCom, Wavemaker, Essence, and m/SIX access to Really Singapore’s audience advertising network. With this collaboration, Xaxis said it will significantly extend its programmatic DOOH (digital-out-of-home) network in Singapore, particularly among "the prized audience segment" of affluent consumers. Really Singapore's premium audience advertising network features “eScreens,” a network of digital notice boards installed in high-traffic locations across a growing number of condominiums throughout Singapore. As work-from-home protocols become the new normal for many Singapore residents, Really’s eScreens aims to present advertisers with new opportunities to engage the island’s high-income working professionals. According to Felicia Poon, head of investment, GroupM Singapore, this collaboration is a great opportunity to "contextually and smartly" engage consumers in Singapore.