Havas Media Group Deploys Care Data into Planning Tools Globally

Havas Media Group’s commitment to care has complemented the agency’s efforts to improve sustainability and ROI in media by reducing technology fees and intermediaries within the supply path, increasing means of work and better supporting to content owners. In testing in major markets, MMP curation and HMG supply path optimization resulted in 70-80% of every dollar spent ending up at the publisher , compared to 50-60% when purchasing on the open market.

The new Meaningful Media Planner (MMP) from Havas Media Group

Havas Media Group’s new Meaningful Media Planner (MMP) leverages attention data from Lumen’s eye-tracking panels to classify and score category email list more than 9,000 domains at a format level based on the average attention they can provide. This data is used in conjunction with SSP partners’ domain security research, DSP data, and Havas’ own domain categorization algorithm to create a comprehensive assessment of media placements on metrics such as searchability. view, attention seconds and view rate in relation to domain, device, media type and format. This wealth of data allows planners to better direct investment toward the specific KPIs of a client’s campaign.

The Significant Social Matrix (MSM)

The Meaningful Social Matrix (MSM) complements the MMP , a proprietary tool that measures social media ad placement based on its TWD Directory attention to cost and brand suitability. The MSM is based on Lumen’s own platform and ad engagement data, campaign performance KPIs aggregated from Havas historical data, and a brand fit score based on the manifesto. of the Conscious Advertising Network to give planners a detailed view of the social ecosystem and create a social campaign that is optimal for their clients. “Optimizing attention is a rare ‘win win’: consumers receive content that connects them to the causes and people they care about most, while brands have the opportunity to convey their message in a more economical and sustainable way” said Jon Waite, global CEO of Mx Development.

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