true[X] is a company committed to making advertising achieve its greatest potential through the power and promise of digital media -- bringing accountability, measurability, and vivid creativity to campaigns for the world’s top brands and premium publishers, and creating experiences that consumers love rather than try to avoid. Founded in 2007, true[X] began its journey with the development of Engagement Ads that aimed to become the definitive form of advertising for the on-demand era -- consumer-initiated, taking full advantage of the rich, creative canvas that digital media affords, and with the guarantee that a real human interacted with it.
A decade later, true[X] has been acquired by 21st Century Fox, co-founder Joe Marchese is the head of revenue for Fox Networks Group (and was named to the American Advertising Federation’s prestigious Hall of Achievement) and Engagement Ads are driving revenue and gaining recognition for the world’s top brands. true[X] remains an independent unit within 21CF that works with all the major advertising holding companies across verticals, and with premium video publishers like A&E Networks, Viacom, Fox, and Hulu.
Unlike other ad-tech companies that overpromise and underdeliver, true[X] has a rock-solid commitment to the highest standards and won’t cut any corners in the name of convenience or faster profit. They collaborate with Moat to ensure a 100% viewability guarantee and with White Ops to completely eliminate the risk of ad fraud. Meticulously and thoughtfully designed ad experiences, thanks to true[X]’s full-service in-house creative studio, assure clients that they have achieved full share-of-voice, that a consumer has chosen to interact with their ad as opposed to traditional TV commercial breaks, and that none of the fraudulent tactics that plague cheaper digital ads have been able to permeate the experience. Its ads work across desktop, mobile, tablet, and now connected TV devices like Roku and tvOS.
Let’s consider an example: A consumer wants to watch an episode of FX’s “The Americans” on-demand on Hulu. When the episode loads, the consumer is given a choice to watch the episode with traditional commercial breaks or to instead eliminate all commercials by interacting with a true[X] brand experience upfront; after they spend 60 seconds interacting with it, they can watch that episode of “The Americans” free of commercial breaks. Thanks to true[X]’s versatile creative canvas, this experience can involve personalization, games, live video, or in-depth information that a traditional video ad can’t. And they’re popular: 80% of consumers choose to engage, and 60% of them choose to spend even more time than required with the experience. It also works. Traditional pre-roll and mid-roll video ads require 6 times the exposure to achieve the same brand impact from a single true[X] engagement ad. This means they can stop relying on frequency and purchase fewer ads, leading to a less-is-more approach that makes for a significantly improved consumer experience.
Being ahead of the curve in terms of industry trends, while maintaining its steadfast commitment to quality, is the quintessential balance in all of true[X]’s product development decisions. In 2017 true[X] unveiled UP//LIFT, a groundbreaking measurement and optimization system that uses artificial intelligence and machine learning to help clients make real-time decisions on their creative to optimize brand lift. Following a successful pilot program on UP//LIFT with Publicis and its clients, including T-Mobile and Duracell, true[X] is now deploying the innovative system across its entire client base.
With a quality-over-quantity approach and an unflinching commitment to the highest standards, advertising can enter a new golden age. And true[X] is leading the way.