Havas launches the world’s first “Meta DSP”

Affiperf, Havas’ programmatic pure player, extends boundaries of programmatic buying with the introduction of the world’s first real time, agnostic system to work across multiple Demand Side Platforms

Today, Affiperf, Havas’ programmatic pure player, became the first company in the world to offer brands the opportunity to operate seamlessly across multiple demand side platforms with one single point of contact with the launch of its “Affiperf Meta DSP” solution. This represents a significant leap forward in what is now called “the age of programmatic” as the topic continues to dominate the agendas of events such as this week’s Advertising Week in NYC.
As technology, data and algorithmic complexity have increased; automation in the media industry has become the new norm. Despite this, the potential of automated programmatic methods for real-time buying have been limited by the fact that until now, agencies were limited to using inventory from different Demand Side Platforms (known as DSPs) in parallel. As the number of DSPs in the market exploded, this added a rather frustrating and inefficient complexity to the process of optimisation and data collection in programmatic buying.Algorithms data and advertising

Following 3 years of research from Affiperf, a Fields Medal holder and renowned data scientists MFG Labs, the Affiperf Meta DSP solution offers for the first time, a way to unify and make sense of data sets across multiple platforms. It aggregates multiple assets using their APIs, i.e. data inventory, features and algorithms from a number of DSPs. It then uses modelling and decision engines to allow traders to recommend wider, more sophisticated strategic options and monitor them.

Pierre-Louis Lions, MFG Labs co-founder and Fields Medal holder 1994 comments: “Thanks to three years of extensive R & D we have been able to bring technical neutrality to the conception, implementation and optimisation of campaigns. This works both in the real-time bidding process as well as the design for even more integrated approaches that will enable us before the end of the year, to start managing our Affiperf Meta DSP solution for online and offline data and media.”

A unique answer to growing complexity

The Affiperf Meta DSP is powered by enhanced proprietary algorithms that offer clients fluid digitalisation, optimisation and addressability across formats. This ability to collate results and information into one unified marketing statistic marks the end to complexity in this critical area. Although increasing in size, the competitive landscape is not dominated by one DSP, but a fragmented ecosystem of DSP display, mobile and video, rich media DSPs, each of them having different rules, inventories and features. This makes it increasingly difficult for brands to get consistent answers and to see the bigger picture. Technologically agnostic, this is the first solution that is open to all DSPs and all technologies. Through this platform brands can therefore take advantage of the best technology available to reach out to and relate to people with greater speed in a more tailored environment than ever before.

Dominique Delport, Global Managing Director, Havas Media Group and Chairman of Havas

Media Group France and UK comments: “In today’s world, media is code and digital campaigns are like software. The idea behind programmatic when it first started was to secure instant contact between traders and brands that would enable our clients to benefit from an infinite number of connections with consumers in real-time. The explosion of data and the significant rise in the number of DSPs on the market has meant that this promise of programmatic was lost to complexity and silos.

Affiperf Meta DSP disrupts the market with the creation of one single tool that enables our clients to optimise choice across multiple platforms. As a result, our industry can finally take programmatic buying to the next level to help brands generate more tailored, more effective and more meaningful connections with people. This is programmatic without compromise.”

A worldwide roll-out

The initial roll out of the Affiperf Meta DSP includes, amongst others, the recently launched ONE by AOL, onto one open infrastructure. Accessible in over 102 markets, Affiperf will continue to develop the product in the coming months to increase the number of DSP platforms that can be analysed at the same time.

The Meta DSP was launched at the AOL Annual Programmatic Upfront in NYC during the first day of Advertising Week 2014

Havas: Agility is Better than Scale – CMO Today – WSJ

Havas: Agility is Better than Scale – CMO Today – WSJ.

In an advertising world where the biggest players are trying to get even bigger, how can the relatively small Havas Group survive and compete?

Industry behemoths Omnicom and Publicis pursued a $35 billion merger to gain even more heft, before calling off the deal three months ago due to a variety of setbacks. Now, there is speculation over the fate of another major player, Interpublic, after activist investor Elliott Management took a stake in the company.

Global CEO of Havas Worldwide Andrew Benett

Does Havas, the world’s sixth-largest ad holding company by revenue, feel some pressure to explore consolidation opportunities? The company says it doesn’t see its size as a disadvantage. “As long as we’re a leader in technology, which we’re doing in many ways, scale becomes almost irrelevant,” said Andrew Benett, global CEO of Havas Worldwide.

Madison Avenue long believed that Havas would eventually be acquired or paired up with another holding company, especially given that corporate raider Vincent Bollore holds the largest ownership stake in the company. Mr. Bollore’s son, Yannick Bollore, now sits at the helm of Havas.

Scale can offer companies advantages such as better prices for media, but despite the noise, Havas executives said they don’t see a need to be big. They say the company’s size has made it easier to simplify its operating structure and operate in a more nimble way.

Global Managing Director of Havas Media Group Dominique Delport

“Big is great, big is beautiful, but agile and speed is better today,” said Dominique Delport, global managing director for the company’s media buying operations, Havas Media Group.

Key to Havas’ growth strategy is its integration of its creative and media-buying operations, a move that Havas believes gives it a leg up on rivals. Bringing the two disciplines closer together is meant to give Havas more efficiency and to appeal to marketers that have long complained that creative and media executives need to work more closely together.  Ad holding companies years ago pulled apart creative and media duties and formed standalone units, a separation that marketers have said causes tension between the two.

“Our clients don’t de-couple creative and media when they’re thinking about driving their business so we’re trying not to as well,” Mr. Benett said.

Havas says that as data begins to play a bigger role in marketing, having creative and media disciplines working together will appeal to clients. Media-buying firms already use data to target ads more effectively; the company believes data can also help the creative side of the business develop personalized ads.  Havas plans to launch a global data offering in the fourth quarter that combines the analysis used by Havas for media planning with capabilities from the creative side to help create data-driven ads.

Havas posted 1% organic revenue growth last year, with total revenue coming in at 1.77 billion euros.  For the first quarter, organic revenue improved 3% and new business wins rose 66% from a year earlier to 669 million euros.

The company says its integrated approach has brought in new business.  Recent notable wins for Havas include PayPal and TD Ameritrade earlier this year and Liberty Mutual late last year. Still, the shop has lost some business including some ad assignments for one of its biggest clients, Reckitt Benckiser.

“We are in a tough business. We are in an industry where to start up a media agency or a creative agency, you need a couple guys and a laptop. You don’t need much more,” Mr. Benett said. “Clients rightly so are looking for the best ideas and whether that idea comes from a small start-up in Silicon Valley or in Dumbo or in India or from a big agency or a small agency, they need to grow their business…. We need to bring them value every single day.”

AOL Announces Havas’ Affiperf as Charter Global Partner for ONE by AOL | Business Wire

 

Fully integrated enterprise solution will automate display, mobile, video and traditional TV spending to drive client results across the media group’s more than 100 global markets

July 28, 2014 12:07 PM Eastern Daylight Time

PARIS & NEW YORK–(BUSINESS WIRE)–AOL Platforms, a division of AOL, today announced a strategic partnership with Affiperf, Havas’ global trading desk for programmatic buying, to deliver the simplicity, efficiency and effectiveness of automation across the media group’s global footprint.

“Affiperf and AOL Platforms share a vision of advertising where direct response and brand budgets can interact together and where unified, automated platforms drive economic efficiencies and media effectiveness. We are excited to be working with Affiperf to continue moving towards that reality.”

Affiperf will be a charter customer of ONE by AOL, announced earlier this year as the first global, cross-screen programmatic advertising platform for brands, agencies and publishers. Once live in 2015, ONE will enable Havas’ use of data and technology to create new, breakthrough models for media transactions, operations and investments across their countries.

Affiperf’s commitment to ONE as its primary platform builds upon the vision Havas Group and AOL share around automation. With the growth of the video RTB environment and, furthermore, of private programmatic deals, Affiperf estimates programmatic spending will grow to $35 billion as soon as 2017.

“The media business today is a chaotic endeavor and often means managing multiple teams, tools and metrics for display, mobile, video and TV, across screens. Operating through niche offerings and specialized services is not sustainable for our industry,” said Toby Gabriner, CEO of Adap.tv and ONE by AOL. “Affiperf and AOL Platforms share a vision of advertising where direct response and brand budgets can interact together and where unified, automated platforms drive economic efficiencies and media effectiveness. We are excited to be working with Affiperf to continue moving towards that reality.”

Havas and AOL have enjoyed a growing relationship around AOL’s programmatic technology brands – Adap.tv, AOP and MARKETPLACE – for some time. Most recently, the agency reiterated its commitment to AOL Platforms’ programmatic technologies at AOL’s inaugural Programmatic Upfront in September 2013.

AOL Announces Havas’ Affiperf as Charter Global Partner for ONE by AOL | Business Wire

“As audiences fragment ever more their video consumption across content and device, it is of Affiperf’s duty to account for media efficacy holistically. Relying on ONE’s technology – in concert with Artemis’ DMP – we are able to bind together in real-time audiences, inventory and creative, creating meaningful connections between brands and consumers,” said Lawrence Taylor, Global Head of Programmatic. “Our first findings have proven of a significant impact on brand capital by using pieces of ONE’s stack, but also on key tactical metrics such as viewability, view rate and engagement levels.”

ONE is being designed to be the first platform that empowers brands and agencies with a holistic view of the consumer’s journey through the marketing funnel, and makes that insight actionable, in real-time on the platform. It is currently in development, purpose-built to be completely format, screen and inventory agnostic online and offline – from video, display and TV, to tablet, desktop and mobile devices, to reserved and non-reserved inventory across any publisher or media source.

AOL Platforms

AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online. The entities in AOL Platforms include: Advertising.com, Adap.tv, ADTECH, AOL On, AOP, Convertro, Gravity, ONE by AOL, Pictela and MARKETPLACE.

For more information about ONE, please visit www.aolplatforms.com/one.

About Affiperf

Affiperf is a programmatic pure player. It is Havas’ global trading desk; allowing advertisers to take advantage of the unique opportunity that programmatic media buying creates. Affiperf offers a global/local solution by selecting and using the most appropriate and efficient technologies, data and media providers for each client in every market.

For more information about Affiperf, please visit www.affiperf.com.

Connecting with Social Brand Ambassadors – (The Nielsen SRP version)

Connecting with Social Brand Ambassadors – Nielsen Social.

CONNECTING WITH SOCIAL BRAND AMBASSADORS

When big moments happen on TV today, viewers are turning to phones, tablets and computers to share their reactions instantly through social media—and they are doing it a lot. In the first four months of 2014, 17 million people sent 361 million tweets about TV. But tweets about TV are only part of the social TV story. The other half is tweets about brands that advertise on TV. In the same four-month period, 17 million people sent 215 million tweets about the approximately 700 brands that Nielsen Social tracks.

In a recent study, we analyzed the overlap between these two populations—people who tweet about TV and people who tweet about brands—to understand the value of social TV audiences to brands. The study produced four powerful insights:

First, this population of social brand ambassadors—people who tweet about TV and tweet about brands—is large. The study found that in an average month, 64% of people who tweet about brands also tweet about TV. So if a brand is looking to engage people who are likely to share their brand message, connecting with social TV authors is a good place to start.

Second, the study found that people who tweet about both brands and TV account for an outsized portion of all tweets about brands. The 64% of people who tweeted about brands and TV sent 78% of all brand Tweets.

Social brand ambassadors — in an average month, @TwitterTV authors post 78% of brand Tweets #socialtv @nielsensocial

Tweet

Third, the study found that people who posted Tweets about TV and brands sent three times as many brand Tweets as those Twitter authors who only posted Tweets about brands.

3xTweets5

Finally, the study found that people who tweet about brands and TV have twice as many followers as those who only tweet about brands. In other words, those TV authors are twice as influential as brand authors that don’t tweet about TV. They amplify messages to twice as many followers with each brand Tweet sent.

influence5

Not surprisingly given these findings, advertisers and agencies are taking note of social TV and are layering a social lens on TV ratings to sharpen media planning and buying decisions. They are also looking at social TV affinity to find the TV audiences that fit their brand or category. Finally, advertisers are using social TV measurement to understand campaign effectiveness—to find out in which programs, on which networks and with what creative campaigns perform the best socially.

At this year’s Nielsen Consumer 360, Deirdre Bannon, vice president, Product at Nielsen Social, joined a panel—including Roni Karassik, Sr., campaign research manager at Microsoft, Jed Meyer, global research director at Annalect, and Berj Kazanjian, senior vice president, Ad Sales Research at MTV—to talk about this powerful cross section of people who tweet about brands and TV: today’s socially active brand ambassadors.

 

La social TV fait saliver le marché publicitaire

La social TV fait saliver le marché publicitaire.

Médiamétrie va mesurer l’audience des tweets tandis qu’Havas raccroche ses pubs télé aux réseaux sociaux.

PUBLICITÉ

Cela fait déjà un moment que les publicitaires ont annexé lesréseaux sociaux à leur terrain de jeu. Mais c’est à présent l’ensemble du marché qui se structure autour d’eux. En association avec Twitter, Médiamétrie a ainsi annoncé mercredi le lancement d’un outil de mesure des tweets émis lors des émissions de télévision. De son côté, Havas Media a créé un indicateur de la puissance de la social TV, le «Social Rating Point» (SRP), qui mesure la capacité d’une émission à générer des interactions sur Twitter ou Facebook.

«Le média qui a le plus d’impact social, c’est la télévision, or son potentiel interactif est en plein boom», explique Yves Del Frate, DG adjoint d’Havas Media France, qui s’est associé à la société de mesure d’audience sociale Seevibes pour créer le SRP. Cet outil serait destiné à être le pendant du fameux GRP utilisé pour valoriser les écrans publicitaires en télévision. La banalisation du second écran (smartphone ou tablette en complément de la télé), que pratiquent désormais deux Français sur trois, et l’explosion des interactions dans les réseaux sociaux (le nombre de tweets a été multiplié par trois en un an) conduisent à appréhender ces nouveaux espaces en complément des plans télé traditionnels.

 L’outil de Médiamétrie ne sera disponible que début 2015 mais il est ambitieux: dénombrer le nombre de tweets générés par un programme mais aussi le nombre de personnes exposées à ces tweets. «Nous voulons comprendre les liens entre activités sociales et audiences télé», explique Julien Rosanvallon, directeur du département télévision de Médiamétrie, qui souligne pour une télé l’intérêt de bien connaître les communautés fans de ses émissions.

De son côté, l’agence Havas Media compte utiliser le SRP pour adapter les dispositifs publicitaires qu’elle propose à ses clients en fonction de l’engagement des téléspectateurs.Un programme comme «The Voice»sur TF1 a atteint 12 % de SRP lors du prime du 11 janvier dernier: 700.000 interactions pour une audience de près de 10 millions de téléspectateurs. Mieux: l’émission «Les anges de la téléréalité», diffusée sur NRJ 12 le 9 mars, a atteint un SRP record de 52 %: 187.000 interactions pour une audience modeste de 357.000 personnes.

Havas a déjà testé des dispositifs ad hoc en Belgique avec des clients comme Hello Bank (BNP Paribas). En arrière-plan, l’objectif est bien sûr d’évaluer le potentiel commerçant de cette «audience sociale». «Avec le digital, tous les points de contact se transforment en points de vente», souligne Yves Del Frate.

 

Ce qu’Havas Media compte expérimenter dans les mois qui viennent, notamment à l’occasion de la Coupe du monde de football pour certains de ses clients. En complément de spots télé classiques, les tweets sponsorisés de Twitter pourraient notamment permettre de contourner certains obstacles réglementaires, comme l’interdiction faite aux grandes surfaces de faire de la promotion à la télévision. Pour un distributeur, les temps forts sportifs retransmis sur petit écran vont ainsi bientôt permettre d’enrichir le message ou de faire des offres commerciales canons.

 

Social Moov synchronise les pubs TV et sociales en temps réel

Social Moov synchronise les pubs TV et sociales en temps réel.

Parce que de plus en plus de téléspectateurs sont sur les réseaux sociaux tout en regardant la TV, Social Moov lance une solution de ciblage afin de synchroniser les campagnes sur les deux fronts.

Social moov

Fort du constat réalisé par Médiamétrie qu’un français sur cinq commente les programmes télévisés qu’il regarde sur les réseaux sociaux, ce qui a donné l’expression consacrée du « second écran », Social Moov a décidé d’adopter son offre publicitaire. Spécialisée dans l’achat média sur les réseaux sociaux, elle lance la synchronisation en temps réel entre les deux supports (TV et réseaux sociaux).

Baptisée Mediamplify, cette offre est propulsée par la technologie de TVTY, capable de détecter les publicités télévisées afin de pousser des offres commerciales en ligne et ce, en temps réel. Mediamplify offre en outre la possibilité de de soumettre une publicité en fonction des discussions engagées sur Facebook et Twitter. D’après Social Moov, sa solution a eu de premiers résultats satisfaisants.

La société évoque une hausse du taux d’engagement de l’ordre de 60% en comparaison avec le ciblage par intérêt traditionnel. De rappeler que ce taux correspond au pourcentage des personnes qui ont vu une publication et qui l’ont aimée ou partagée, qui ont cliqué dessus ou qui ont ajouté un commentaire. Ce dont se vante l’agence est d’offrir la possibilité d’adapter les campagnes en temps réel, expliquant qu’un message sur Facebook ou Twitter diffusé 30 minutes après le passage d’un spot TV voit son efficacité monter de 35%.


TV pub RS



Twitter est déjà bien placé


Parmi les stratégies de synchronisations exploitables, Social Moov en recense trois grandes : la stratégie « boost » permet d’amplifier ou d’apporter un complément à son spot télévision, la stratégie « guerilla » va plutôt chercher à synchroniser son message sur celui de ses concurrents. Autre possibilité, un grand magasin multimarques peut aussi synchroniser ses publicités sur les spots publicitaires des marques qu’il vend.

« Même si votre budget publicitaire ne vous permet pas de faire de la télévision, vous pourriez utiliser les efforts de vos concurrents pour bonifier vos propres campagnes », note le spécialiste de la publicité Dialekta.

Se voulant toutefois prudent, il souligne que les résultats de l’étude susmentionnée porte sur l’industrie du divertissement et ne sauraient être parfaitement réplicables à tous les autres secteurs. A noter aussi que Twitter a récemment lancé le même type de service pour les annonceurs, « TV Conversation targeting »

Le smartphone proche des 50% de pénétration en Belgique. (Havas Media Group publie sa 5ème vague de mesure « Multi- screen and mobile » qui démontre une accélération de la connectivité mobile et du ‘multi-screen’. )

« En 2014, les usages des Belges en matières technologiques évoluent vers davantage de connectivité au travers de ‘devices‘ toujours plus puissantes (smartphones, tablettes). En outre, l’étude conforte clairement l’usage du ‘second screen’, nous indique Hugues Rey, CEO, Havas Media Brussels.

La 5ème vague de l’étude MMS (Multi-Screen & Mobile Survey) menée par l’entité 2MV Data Consulting d’Havas Media,  nous confirme que plus de quatre belges  sur dix possèdent un smartphone et plus de trois belges sur dix une tablette. Mieux, l’intention d’achat de ces deux ‘devices’ reste élevé, indiquant encore un fort potentiel de croissance. 

L’usage de la télévision se diversifie: Cette nouvelle vague nous indique que les belges se familiarisent davantage avec les services ‘embarqués’ dans les téléviseurs. Ainsi, 33% des interrogés déclarent utiliser régulièrement la fonction ‘recherche’ et 18% utilisent un navigateur internet intégré. En outre, l’usage d’un écran 3D augmente également ; 14% des répondants indiquent en effet l’utiliser. 

 Le Belge enclin au ‘one stop shopping’ en matière d’équipements technologiques: Hormis le fait que la télévision digitale soit devenue la norme (81% des personnes interrogées affirment en être équipées), 2 Belges sur trois déclarent être ‘triple play’. Ils mentionnent en effet souscrire à un abonnement Internet-TV-Téléphonie Mobile chez le même opérateur. 

 Cohérence de contenu au niveau des usages ‘multi-screen’: Dès qu’il s’agit de regarder un contenu audiovisuel, le poste de télévision reste le device prédominant (94% des personnes interrogées affirment le regarder régulièrement), le ‘laptop/PC’ arrive en seconde position (42%) et en troisième position la tablette (26%).

Que ce soit sur des sites, sur les réseaux sociaux ou même via emails, l’usage du ‘second-screen’ est lié intimement à ce qui se passe sur le ‘first-screen’ : l’écran de télévision. En outre, 23% des personnes ayant répondu affirment examiner et/ou acheter des produits ou  des services relatifs aux contenus regardés à la télévision. Plus proche de notre métier, il est à noter que 43% des personnes interrogées ont déjà visité un site après avoir regardé un spot publicitaire sur leur TV.

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