About Us // Press

Light Reaction’s unique methodology has people talking.

  1. 11 Mar 2016// More Creative Formats Boost Mobile Performance: Light Reaction’s Dolan

    More Creative Formats Boost Mobile Performance: Light Reaction’s Dolan

    BARCELONA — As mobile advertising booms, it’s likely much of the growth has come from the low-hanging fruit of desktop inventory, shoveled on to the small screen, and from standard mobile display banners.

  2. 10 Mar 2016// Light Reaction’s Markarian On Mobile Ad Considerations

    Light Reaction’s Markarian On Mobile Ad Considerations

    BARCELONA — Mobile advertising was set to account for half of all US digital ad spending in 2015. Many of those ads may have been simply repurposed from other digital formats – but it’s important to consider how mobile is different from desktop.

  3. 10 Mar 2016// Mobile Marketing Shortens Purchase Journey: Light Reaction’s Elken

    Mobile Marketing Shortens Purchase Journey: Light Reaction’s Elken

    BARCELONA — Advertising no longer has to drive interest to an eventual sale – today, it can help complete the sale immediately, even on mobile, says an ad-tech chief focused on improving mobile performance marketing.

  4. 10 Mar 2016// Don’t Let Sleeping Apps Lie: Light Reaction’s Boersma

    Don’t Let Sleeping Apps Lie: Light Reaction’s Boersma

    BARCELONA — When it comes to mobile, marketers and publishers alike are firmly focused on driving app downloads. But what happens after a download is achieved? The sad truth is, many consumers’ app use tails off. So Auke Boersma, the APAC MD of WPP’s performance marketing unit, Light Reaction, wants to help clients re-enage.

  5. 04 Mar 2016// BeetTV

    New Light Reaction CEO Walczak Wants More From Mobile

    BARCELONA — The latest data-driven ad-tech operation under the WPP stable is Light Reaction, launched by WPP’s programmatic division Xaxis a year ago to put a performance spin on mobile-first ad sales.<br> <br>That company just named the former PubMatic exec Bob Walczak as its CEO, and Walczak says mobile could be the key that unlocks the door to better advertising.<br>

  6. 03 Mar 2016// Digital Market Asia

    Light Reaction names Bob Walczak as CEO

    Light Reaction, a mobile-first performance advertising business that is part of Xaxis, has named ad industry veteran Bob Walczak as CEO. Mr Walczak will guide the fast growing Light Reaction business in its continuing development as it extends its product offerings, technology capabilities, geographic footprint, and client roster.

  7. 03 Mar 2016// Media Post

    Xaxis' Mobile Business Light Reaction Hires New Chief

    Xaxis' mobile business Light Reaction announced on Monday that it hired Bob Walczak as its CEO. Walczak, previously GM of IPONWEB's BidSwitch, will lead Light Reaction as it extends its product offerings, tech, geographic footprint and client roster.

  8. 01 Mar 2016// Bob Walczak to Lead Light Reaction as Global CEO

    Bob Walczak to Lead Light Reaction as Global CEO

    Xaxis-owned mobile specialist unit Light Reaction has unveiled ad tech industry veteran Bob Walczak, as its new chief executive after the exit of its earlier global chief Paul Dolan, the latest in a series of high-profile moves within the GroupM ad tech arm.

  9. 29 Feb 2016// Light Reaction Names Bob Walczak as CEO

    Light Reaction Names Bob Walczak as CEO

    Light Reaction has named ad industry veteran Bob Walczak as CEO. Walczak will guide the fast growing Light Reaction business in its continuing development as it extends its product offerings, technology capabilities, geographic footprint, and client roster.

  10. 18 Feb 2016// Here's How Neuroscience Can Help Improve Mobile Marketing

    Here's How Neuroscience Can Help Improve Mobile Marketing

    It's only been in the last decade that neuromarketing, as it's known, has taken hold, with scientists studying the minutia of human response to TV spots, print ads and desktop promos. WPP agency Light Reaction observed how people interacted with banner and interstitial ads while reading news on smartphones.

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