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Tag: Converged

  • Havas Media Group to implement attention data into planning tools globally

    Havas Media Group to implement attention data into planning tools globally

    Mumbai: Havas Media Group (HMG) on Friday announced the expansion of its proprietary global identity-based audience planning platform Converged – with two bespoke tools that harness the power of attention to deliver meaningful media experiences.

    HMG is the first agency network to implement attention data into planning tools on a global scale, with these new tools enabling investment in attentive, sustainable, and economic media exposures.

    HMG’s new Meaningful Media Planner (MMP) harnesses attention data from Lumen’s continuous eye-tracking panels to rank and score over 9,000 domains at a format level for the average attention they are likely to deliver. This data is used in conjunction with vetting of domain safety from Supply-Side Platform (SSP) partners, Demand Side Platform (DSP) data, and Havas’ proprietary domain categorisation algorithm to create a comprehensive assessment of media placements on metrics such as viewability, attentive seconds, and view rate in relation to domain, device, media type, and format.

    This wealth of data allows planners to best direct investment against the specific KPIs of a client’s campaign.

    Complimenting the MMP is the Meaningful Social Matrix (MSM) – a proprietary tool that measures social ad placements by their attention in relation to cost and brand suitability. MSM draws upon proprietary platform and ad placement level attention data from Lumen, campaign performance Key Performance Indicators (KPIs) aggregated from historical Havas owned data, and brand suitability scoring based on the Conscious Advertising Network’s manifesto to give planners a detailed view of the social ecosystem and create a social campaign that is optimal for their clients.

    “Attention optimisation is a rare ‘win win’– consumers are delivered content that connects them to the causes and people they care most about, while brands have the opportunity to deliver their message more economically and sustainably,” said Mx Development global managing director Jon Waite. “With MMP and MSM we’re bringing attention metrics into the planning phase, allowing marketers to make more strategic, informed decisions in selecting media sources that will deliver valued and trusted media experiences.”

    HMG’s commitment to attention has complimented the agency’s efforts to improve sustainability and media investment ROI by reducing tech fees and intermediaries within the supply path, increasing working media, and better supporting content owners. In tests across core markets, MMP curation and HMG’s supply path optimisation were able to achieve 70-80 per cent of every dollar spent ending with the publisher, as compared to 50-60% when buying on the open market.

    MMP and MSM are under continuous development to offer planners new metrics and insights into media effectiveness. In Q4 of 2022, HMG will unveil a new version of these tools that allows direct sustainability assessment by incorporating data from Scope3 to score placements by their carbon emissions.

  • Havas Media launches Converged to brace up for cookieless future

    Havas Media launches Converged to brace up for cookieless future

    Mumbai: In light of the cookieless future and an increasing focus on data privacy, Havas Media Group India has launched Converged – an identity-based planning and buying platform that keeps the audience and consumer behaviour at the centre of the media process. 

    This is a forward-thinking and active step towards preparing businesses for the future by optimising and allowing for stronger insights, tighter targeting and a more consistent customer journey through the Group’s new operating system – Mx, which delivers media experiences through meaningful media engagement.

    Converged is flexible, tech-agnostic, locally compliant, and adaptable for clients. Using a rent-not-buy approach, Converged allows it to tap into the best data solutions in each market, thereby delivering solely on what’s right for the clients, the company said in a statement.

    Through a robust and thoroughly tested data management approach, Converged can seamlessly integrate disparate data sources from client’s homegrown tech stacks into a single, easy-to-use system making that data available and accessible for media executions, it added.

    Commenting on the launch, Havas Media Group India CEO, Mohit Joshi said, “Volatility and change are the new normal, at least for the next few years, and to make sure we are able to seamlessly navigate these uncertainties, we need to be future-ready. Converged is our solution for brands to continue to serve meaningful content to consumers throughout the customer journey and enable them to measure success against all metrics. The fundamental goal of this collaborative approach is to ensure that both the agency and client work in a data-driven culture, where data sits at the heart of strategic and investment decision making.”

    Converged fuels the Mx system at every step in the process. It enables the creation of addressable audience segments based on first, second, or third party data and helps in generating robust audience insights. It helps build target audiences across channels and is directly connected to addressable media buying channels. As Havas’ common data platform, this also enables analysis, which assesses the success of audiences selected in campaigns thereby linking to the sales performance. 

    Havas Media, India head – digital services, Rohan Chincholi said, “Leveraging Converged to help generate consumer insights and reach them throughout their journey has proven to be of great value to our clients.  We’re excited to continue to launch with new clients and additional data sources to drive even more meaningful media experiences for consumers.”

    In India, Havas has collaborated with Eyeota, a leading data partner to global enterprises, & is planning on working with additional data providers to bring in further depth and insights. Converged, currently covers data from 16+ industries and traits classified by intent, interest, past purchase, owner/employment & socio-demographics.