HAVAS LANCE M4 (Meaningful Marketing Mix Modeling): UNE SOLUTION TECHNOLOGIQUE INNOVANTE ET EXCLUSIVE D’OPTIMISATION DE LA PERFORMANCE MARKETING-COMMUNICATION SOUS CONTRAINTE CARBONE

Face aux enjeux économiques, énergétiques et climatiques majeurs auxquels doivent faire face ses clients, Havas propose en exclusivité une solution de pilotage business intégrant la trajectoire carbone.

M4 (Meaningful Marketing Mix Modeling) est né du constat que les directions marketing & communication des entreprises sont de plus en plus soumises à des injonctions contradictoires sur leurs décisions d’investissements marketing-communication. Elles parviennent actuellement à évaluer leur performance business, mais se retrouvent plus démunies lorsqu’il s’agit d’intégrer leur impact environnemental à cette évaluation, faute de solution fiable.

M4 a été développé par CSA Data Consulting, le cabinet data du Groupe, spécialisé dans les plateformes prédictives pour simuler les performances business. Pour ce faire, il a combiné ses expertises leaders en modélisation économétrique appliquée au marketing, et en calcul d’impact carbone. La solution intègre les normes carbone et la méthodologie d’Havas Impact Carbone, l’outil interne de mesure de l’impact carbone des campagnes plurimédia, expérimenté chez Havas Media depuis trois ans.

La solution permet ainsi de développer des scenarii prédictifs et de simuler les performances en amont, afin de prendre les meilleures décisions sur les court, moyen et long termes.

« La mission d’Havas est de faire la différence, au service des marques, des entreprises et de la société dans son ensemble. Pour y parvenir, le sens doit être au cœur de tout ce que nous faisons en tant que groupe de communication et de tout ce que nous proposons à nos clients », affirme Raphaël de Andréis, Chairman & CEO d’Havas Village France. « Face au défi que représente le développement durable, notre objectif est d’encourager notre industrie à pratiquer une communication responsable et à élever les standards de la profession. M4 s’inscrit parfaitement dans cette volonté d’être un partenaire privilégié et meaningful dans l’accompagnement de nos clients face aux enjeux de demain ».

« Avec notre partenaire Havas, nous avons développé cette nouvelle solution de modélisation avancée, qui nous permet de conjuguer l’impact Marque, Business ET Carbone des campagnes media et digitales de Decathlon », partage Ruoyang Fumery, Performance Leader de Decathlon. « En effet, M4 nous permet d’élaborer des scenarii prédictifs, de simuler les résultats en amont afin de prendre les meilleures décisions sur les performances court, moyen et long terme, en corrélation avec la stratégie de communication de notre marque».

Thierry Fontaine-Kessar, Directeur de CSA Data Consulting, conclut : « Avec le lancement de M4, nous apportons à nos clients une solution exclusive de pilotage, unique sur le marché, pour maximiser la performance brand et business de leur communication tout en maîtrisant leur impact carbone ».

M4 est désormais disponible en France et sera déployé très prochainement à l’international.

À propos d’Havas
Fondé à Paris en 1835, Havas est l’un des plus grands groupes de communication au monde, avec plus de 22 000 collaborateurs dans plus de 100 pays, unis autour d’une même raison d’être : Make a meaningful difference, au service des marques, des entreprises, et de la société dans son ensemble. Havas a développé un modèle d’agences totalement intégré, avec 70 Havas Villages à travers le monde regroupant tous les métiers de la communication. Les équipes des trois divisions Creative, Media, et Health &You, travaillent avec agilité et en parfaite synergie pour proposer des solutions sur mesure et innovantes à leurs clients et les accompagner dans leur transformation. Le groupe œuvre chaque jour à la formation d’une culture permettant à tous ses talents de s’épanouir et d’évoluer. Depuis 2017, Havas est totalement intégré au sein du groupe Vivendi, leader mondial dans les médias, l’entertainment, et la communication.

Plus d’informations sur www.havasgroup.com

À propos de CSA (Consumer Science and Analytics)
Pionnier de la data intelligence depuis 1983 et du marketing mix modeling depuis 2004, en France comme à l’international, Consumer Science & Analytics, c’est CSA Research, institut de référence des études marketing et d’opinion, CSA Data Consulting, spécialiste du pilotage de l’efficacité media marketing par la modélisation prédictive et France Pub, référence du géomarketing. CSA, dirigé par Yves del Frate, fait partie d’Havas depuis 2015.

7th of March 2023 – Double Date at Havas Village Bruxelles: Sustainable & Profitable Brands for IHECS students + Employer Branding By BMMA

In the centre of Havas Village #Brussels, the Havas Belgium Café is a place where our (future) #talents, #partners, #clients and friends can meet, #share and #learn.

The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Prof… (slideshare.net)

This was particularly the case on March 7th 2023. Indeed, in the morning we had the chance to share our vision based on “#meaningfulness” with 40 #students from the IHECSIhecs – Haute Ecole Gallilee.

The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Prof… (slideshare.net)

Thank you for your intelligent, sensitive and critical participation. Your questions are of high quality and an echo of our approach on the virtuous circle that must lead us to build #sustainable and #profitable#brands

At the end of the day, we hosted the first of three “Employer Branding” sessions proposed by BMMA – Belgian Management and Marketing Association. A particularly interesting moment which reminds us of the crucial importance of the #human being in the #company. The next 2 sessions (21 and 28 March) are still available. Huge congrats to Derek d’Ursel & Johan Claes our speakers of the day. Next speakers are Michael Liekens & Marc Soumillion

Interested about the next sessions ? https://lnkd.in/ectRZ_dr

Thank you Cédric CauderlierThierry Antoine

Angelique De Clercq Gemoets Sabrina Christian de La Villehuchet Joelle Liberman Alain Mayné Sophie Pochet Laureen Donadieu Marc Dewulf Alessandro Pepi

HAVAS AJOUTE DU BON AU BON CHOCOLAT GALLER

CREA / NEWS

Ingrédients de qualité, Fairtrade, fait par un vrai collectif et belge de surcroit … 

Galler, tel est le petit joyau dont a hérité Havas Brussels en ce début d’année. En effet, la chocolaterie liégeoise s’est tournée vers l’agence bruxelloise pour qu’elle l’aide à consolider son positionnement pour l’ensemble de ses produits.

Le travail stratégique s’est concrétisé par l’élaboration d’une toute nouvelle signature : « Galler, il n’y a que du bon là-dedans », faisant évidemment référence aux vertus précitées. Pour donner vie à ce nouveau positionnement, Havas à créé un premier volet de campagne omnichannel sur le produit phare de la marque : les bâtons.

Chaque sujet met en scène l’un des pilliers du chocolat Galler (le durable, le local, les 170 collaborateurs et la qualité des ingrédients). 

source: https://pub.be/fr/havas-ajoute-du-bon-au-bon-chocolat-galler/

Le tout est designé et réalisé par la talentueuse artiste liégeoise Elodie Timmermans.

Crédits

Clients : Julie Pahaut, Vanessa Fernandes, Valérie Stefenatto
Stratégie : Michael Liekens, Marc Soumillon, Mathilde Bariseau
Account: Sylvia Senelle
Création : Thierry Verdoot, Tom De Vliegher, Stephane Daniel, Hugo Battistel
Design et Photographie : Elodie Timmermans
Paper Artiste : Margaux Baert
Production : We are C
Post production : Toast

Havas Belgium reviews its country structure and appoints a new leadership duo.

Per March the 1^st Havas Creative Brussels and Boondoggle Leuven will come together to become Boondoggle Havas with HQ in Leuven in the new offices of Boondoggle Agency and Boondoggle CX. Boondoggle Havas will be led by Stijn Cox, currently CEO of both Boondoggle entities.

Bringing Havas Creative and Boondoggle Agency together ends the co-existence of the 2 creative agencies in Havas Group Belgium since Havas started investing in Boondoggle in 2012. In 2021 Havas acquired the last shares of the Leuven agency making way for more synergies and cooperation with Havas Creative and Media.

Hugues Rey and Stijn Cox to head Havas Belgium as CEO’s.

With the integration of Boondoggle and Havas the Belgian Havas Group will also enter a new stage of integration that asks for an adapted leadership. Stijn Cox and Hugues Rey will become CEO of Havas Belgium taking over and sharing the responsibilities of Christian de la Villehuchet who will fully focus on his role of Global Chief Integration Officer for the Havas Group. Current Havas Creative CEO David Grünewald who joined Havas 2 years ago will pursue his career within the Havas International group. Hugues and Stijn will report to Alberto Canteli: Havas Group CEO, CEE, Middle East and Asia. ​

Alberto Canteli: “We have chosen Boondoggle, becoming Boondoggle Havas, to form together with Havas Media Brussels the foundation of our group expansion in Belgium. This collaboration is the starting point of an offer that is adapted to the evolution of the market and the needs of our customers for which we are considering internal development and also local acquisitions in the short and medium term. The appointment of Stijn and Hugues as leaders to head up Havas Belgium confirms our determination to maximise our quality of service offered to our clients through easy access to our entire existing offer. In addition this is an unparalleled opportunity for internal mobility for our talents.”

Stijn Cox: “Havas has been a very supportive shareholder, respecting the uniqueness of our agency, encouraging the drive to be entrepreneurial and investing in people and offices for us to continue our expansion. I’m honored to take on the Havas group responsibility with Hugues. Furthermore, as Boondoggle Havas we will not only get access into group assets like the Meaningful Brands studies and the group intelligence tools. We will also become the natural first business partner of Havas Media in Belgium and the Havas International Network. Exciting times ahead!”

Hugues Rey: “This concrete strengthening of our collaboration is a direct response to the challenges faced by our clients and all advertisers, which are both multiple and complex: integration of long-term brand building and short-term performance, coherent thinking across the entire range of communication channels, balance between strong creation and effective innovation, and the need to offer a brand and media experience to consumers. While maintaining the strong identity and clear mission of each entity, we offer a wider range of solutions with greater agility. Through this strong partnership, managing the day-to-day and building the future together is essential and exciting.”

Red Havas (Australia) reveals its ten predictions for marketing and communications in 2023

Red Havas, the micronetwork of merged media agencies, published its 2023 Red Sky Predictions report, which examines and boldly predicts how the field of marketing and communications will evolve in 10 pivotal ways in the coming year.

The agency noted: “It’s a wild time to be alive. Around us, wars are being waged. The pandemic continues. Our climate is its own battlefield. The economy and cost of living is hurting. Many of us are traumatised, outraged and despairing over the state of social, racial, reproductive, and criminal justice.

“When we pick up our phones — which we do constantly — we’re confronted by headlines about these things and more. It’s no wonder peace, and inner peace, eludes so many of us now, making us feel unsettled and even unsafe. This is what our report explores.”

James Wright, global CEO of Red Havas, and global chairman of the Havas PR Global Collective, said: “Each year, we work with our Havas and Vivendi colleagues, clients, partners, as well as our friends in academia and the media to shape our Red Sky Predictions report that will help our clients navigate changing circumstances and difficult conversations with grace — and foresight.”

“Our predictions envision the world as it is and as we want it to be, from key conversations around climate, values and mental health to the metaverse, reproductive rights and much more, so we can better connect with the people and organizations we want to reach in the coming year.”

The 2023 Red Sky Predictions are as follows:

1. Rowing back in the wake Roe V. Wade
Companies will need to extend their ESG strategy to include a proactive framework for navigating highly charged political waters in a way that supports and complements their business strategy, especially with those issues that matter to their key stakeholders internally and externally.
 
2. Malice, manipulation and manipulation and opportunity in the metaverse
We’ll have to build confidence and trust among key stakeholders for brands that will want to have a meaningful presence in the metaverse, and ensure the security of the people and data that enter. Governments will also need to heed what we have learned from the social media space and get on the front foot with rules and regulations.
 
3. Viral healthcare misinformation exposed
Improving individual health literacy and equity will become a greater focus as misinformation surrounding health conditions increases. Artificial intelligence, similar technology tools and digital health literacy efforts are positioned to play a key role in disrupting the viral nature of misinformation.
 
4. Climate change-d
The conversation around climate change will continue to change — in the media, in politics, within corporations and amongst the general public — moving away from denial and toward demand, as more climate events occur, the costs of inaction become clearer and more get on board with taking a stand.
 
5. Brand values to increase in value
As the impacts of global economic and geopolitical uncertainty really start to bite, purpose-aligned brands will be the ones that succeed at talent retention and attraction and supporting sales enablement. But it’s going to be an increasingly competitive space as brands across all categories compete for share of voice and mind.
 
6. The Digital divide and greater social separation
More campaigns and activations will consider how to reach populations that we have left behind with the acceleration of digital during the pandemic, causing an increased emphasis on user experience, education, and awareness about digital inclusion, as well as (re)consideration of more direct interface interactions for services.
 
7. News takes on new social shapes
Every brand is increasingly seen as a news brand and will be expected to help its audience by providing meaningful social content that equips them with new knowledge or tools. In addition, brands will be more careful about the platforms they use, thinking as much about brand loyalty and love as they do about reputational risk.
 
8. Here, there, everywhere: The Hybrid Quandary
As people exert further control over their preferences for the ways, times, and places in which they work and live, employers, retailers, landlords and homeowners will need to think creatively about what it means to design with flexibility. We predict more customised spaces that encourage collaboration, relaxation, and team building.
 
9. Our mental fitness muscles are flexed (finally)
Mental fitness is finally at the forefront, and we expect it to be embraced further, being viewed through the same lens as physical health — and soon it could become a requirement in schools like physical education. We’ll also see a greater investment in mental health services by governments, businesses, communities, and individuals.
 
10. Behind-the-brand (BTB) takes social by storm
2023 is the year in which BTB will become a staple theme in every content marketing strategy. Both B2C and B2B marketers will prioritise all forms of people-led content production, from employee- and customer-advocacy programs to influencer co-creation and serialised branded content production — as authentic-by-design social storytelling becomes the new norm.
 
This year’s report was authored by Red Havas staffers from around the world, including James Wright, global CEO, Red Havas and global chairman, Havas PR Global Collective; Lisa Davidson, managing partner, health; Matt Thomas, managing partner, corporate and public affairs; Linda Descano, CFA, EVP and head, corporate communications and executive visibility; Lesley Sillaman, SVP, global; Davitha Tiller, EVP, social and integration; Mark Campbell, global head of content (content creative officer); Melissa Rieger, SVP, health and wellness practice head; Ellen Mallernee, VP of content; Audrey Arbogast, AVP; Stacey Federoff, senior account executive; and Jonathan Maginn, consultant, health.

CSA déploie la plateforme CSA Media Marketing Geo Optimizer pour accompagner la réduction des prospectus (82% des enseignes affirment que la digitalisation des catalogues est un enjeu prioritaire) (Source: 100media.themedialeader.fr/)

CSA lance CSA Media Marketing Geo Optimizer alors que la décélération du prospectus s’observe déjà depuis quelques années.

source: CSA déploie la plateforme CSA Media Marketing Geo Optimizer pour accompagner la réduction des prospectus | 100%Media (themedialeader.fr)

Face à la baisse des budgets consacrés aux prospectus, CSA Géostratégie lance une plateforme destinée à accompagner les annonceurs et les aider à optimiser la réduction des prospectus.

Baptisée CSA Media Marketing Geo Optimizer, cette technologie de ciblage et de média planning géo-localisé permet d’améliorer le ROI des investissements média pour chaque bassin de vie en fonction des comportements de la cible sur le territoire. La plateforme permet également d’adapter automatiquement le mix localement et de recommander un choix de supports, en fonction de l’affinité de la cible aux différents leviers marketing/média.

“La plateforme CSA Marketing Media Geo Optimizer représente un outil unique pour accompagner les annonceurs dans la transition qui s’opère : la connaissance des territoires et notamment l’appétence des consommateurs aux différents médias en local est la clé de voûte d’un mix média optimisé. Une communication ciblée est une communication responsable, sans déperdition et inclusive”, souligne Virginie Sablé, directrice du développement géomarketing de CSA.

Baisse du prospectus

CSA lance cette nouvelle plateforme alors que la décélération du prospectus s’observe déjà depuis quelques années, selon une étude récente de Bonial. Depuis 2008, l’Imprimé Sans Adresse (prospectus) a subi une baisse significative de -23% (2,980 Mds en 2008 vs 2,308 Mds en 2021).

« Une baisse supplémentaire de 20% des volumes des prospectus devrait s’opérer dès 2023 et pourrait atteindre à moyen terme 50%, ce qui représenterait respectivement un budget de 400 millions à court terme et d’un milliard à moyen terme. Les choix de réallocation sur les autres leviers de communication représentent donc un enjeu majeur pour les annonceurs qui devront réaffecter stratégiquement leurs budgets dans les cinq médias historiques et le digital », précise Xavier Guillon, directeur général de France Pub.

82% des enseignes affirment que la digitalisation des catalogues est un enjeu prioritaire

Bonial (Axel Springer), acteur du drive-to-store en Europe, avec le concours d’Infopro Digital et LSA, a dressé un nouvel état des lieux du rapport des professionnels du secteur de la distribution avec la digitalisation des catalogues publicitaires.

source: 82% des enseignes affirment que la digitalisation des catalogues est un enjeu prioritaire | 100%Media (themedialeader.fr)

Le digital est perçu comme une solution permettant de compenser l’érosion de l’accessibilité des boîtes aux lettres pour 83% (+ 4 pts) des enseignes. C’est pourquoi, 72% (+5 pts vs 2021) des enseignes augmentent leur budget prospectus et catalogues sur le digital.

On observe trois approches chez les annonceurs qui utilisent les prospectus et catalogues publicitaires :

1. L’approche itérative : 72% (+16 pts vs 2021) des annonceurs basculent progressivement leurs budgets vers le digital en effectuant des tests visant à identifier le meilleur mix média
2. L’approche radicale : 16% (-4pts vs 2021) des annonceurs arrêtent la diffusion des prospectus et catalogues publicitaires en boîte aux lettres afin de tout miser sur le digital
3. L’approche attentiste : 4% (-15 pts vs 2021) des annonceurs maintiennent leurs budgets sur le papier et ne prévoient aucun changement à court ou moyen terme

Méthodologie : étude menée auprès de 218 décideurs de la grande distribution, qui étudie également leur perception du dispositif « Oui Pub ».

Meta (in collaboration with BETC, Havas Play, Havas Events and Unit9) Helps Rugby Fans Bring Their Passion to a ‘New Dimension’

A New Dimension for Your Passion.

The next Rugby World Cup will take place in France in 2023. Meta, as Official Supplier of the global event, has produced a campaign to rally supporters a year before the start of the tournament. The effort was developed in collaboration with agency partners BETC, Havas Play, Havas Events and Unit9, all working alongside Meta Creative X, the integrated global agency that drives the creative vision for all Meta brands.

Meta: META TAKES FANS INTO A NEW DIMENSION • Ads of the World™ | Part of The Clio Network

The tension lies more in the fact that people don’t really see the role for technology in their love for rugby. They love the excitement of the games, the atmosphere in the stadiums, the fun they have with other fans, but they don’t see the role or benefit technology could have in that. So, Meta wanted to show how technology can expand their passion for the sport. Fans care about the game, the team, the outfits … But what can technology add to that?

The Rugby World Cup, an Open Window to the Metaverse
It’s the opportunity for Meta to bring the passion of every rugby fan into a new dimension thanks to augmented reality, virtual reality and Meta’s family of apps (Facebook, Instagram, WhatsApp).

Meta has developed a series of immersive experiences such as a fan Avatar Creator, a VR and exclusive experience along with six special AR filters available on Meta’s platforms, to help supporters all around the world get into the spirit of the competition.

BETC Paris created a digital campaign to amplify the effort and translate the promise of the brand’s involvement in its partnership.

This professional campaign titled ‘META TAKES FANS INTO A NEW DIMENSION’ was published in France in January, 2023. It was created for the brand: Meta, by ad agency: BETC Paris. This Integrated medium campaign is related to the Sports industry and contains 1 media asset. It was submitted 1 day ago.

Credits

Brand: Meta
Brand Manager: Katie Ilharreborde
Ad Agency: BETC Paris
Agency Managers: Guillaume Espinet, Hector Amis, Pauline Gomis
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Apers
Art Director: Jeremy Treccani
Copywriter: Baptiste Szuwarski
Strategic Planner: Philippe Martin Davies
Traffic Manager: Celine Laporte
Creative Producer: Guillaume Denecker
TV Producer: Slim Trabelsi
Production Company: General Pop
Agency Producer: Jeremie Vitard
Post Production: Digital District

Havas Group Collects 59 Shortlists at 2022 Eurobest Awards

17 campaigns from Havas Media Group, Havas Group, Havas Creative, and BETC Group are shortlisted for this year’s Eurobest Awards

Eurobest, the most prestigious pan-European honour for creative excellence, has announced their 2022 shortlist and Havas Group has received 59 recognitions which are linked to 17 campaigns coming from Havas Media Group, Havas Group, Havas Creative and BETC Group.

Havas Media Group’s received 13 shortlists for three campaigns, two coming from our brand-new Havas Play agency in Paris, and the other from Havas Media and Havas Milan.

Shortlisted Havas Media Group Work:

Three shortlists for NAverse: A Havas Play campaign designed to help drug users overcome addiction and increase awareness for Narcotics Anonymous in France. The team designed NA- Verse: THE FIRST NARCOTICS ANONYMOUS MEETING IN THE METAVERSE to provide a virtual forum where addicts could seek help without feeling shame in this virtual, anonymous setting.

Eight Shortlists for Adopt a Mod: This Havas Play campaign tackled pet abandonment, which has a higher prevalence in France than in any other country. The team capitalised on the launch of STRAY, a video game featuring a stray cat. They ‘hacked’ the game by modelling five real cats coming from Société Protectrice des Animaux (SPA) and integrated them into the game, bringing much-needed publicity to this issue.

Two shortlists for Neverending Chase for Affinity – Ultima: A campaign created by Havas and Havas Media Milan that leveraged side field LED displays during an Italian Serie A Soccer match to bring attention to Ultima Mini, food for dogs below 10kg of weight. Every time the ball moved on the field, a 3D animated Jack Russell tirelessly chased around, running and turning with the player.

The rest of the shortlisted campaigns from the Havas network are as follows:

BETC picked up a total of 27 shortlists for the following campaigns:

• Gender Swap for Women in Games
• Oodyssey for Reckitt – Veet Men
• Outlaw Runners for Distance
• The 9th Lane for Lacoste
• The Tattoo Duo Over for Duolingo
• KFC Origins for KFC France

Havas Germany took six shortlists for Staybl for German Parkinson Association, one very meaningful project helping people with Parkinson stabilise the screens of their smartphones and tablets.

Havas London was rewarded with three shortlists for campaign The Real Self-Checkout for ASDA.

Havas Spain got two shortlists for campaign The Uninterrupted Playlist for OUIGO.

Havas Turkey is back with their multi-award-winning campaign in the Creative Effectiveness category, the Water Index for Reckitt-Finish.

Buzzman France – four shortlists with two campaigns: Back Market – The Cats for Back Market and The Ad-Jacking for Uber Eats.

The Eurobest Awards are the benchmark for creative and effective branded communications in Europe. 

Gold, Silver and Bronze Eurobest Award winners will be announced on Monday, December 12th, followed by the Grand Prix and Special Awards winners on Wednesday, December 14.

For a complete list of the shortlist, visit the official Eurobest Website.

The Care Awards (12th edition) organisers, jury members, partners and guests were gathered last November 15th in Brussels for the final deliberation (At Havas Village Brussels) and the Ceremony (at Ginette’s Bar Brussels): Thank You Dita Charanzová & … Congrats to the Winners.

The Care Awards organisers, jury members, partners and guests were gathered last November 15th in Brussels for the final deliberation and the Ceremony.

Dita Charanzová welcomed the Jury of experts at the European Parliament, 8 agencies from 8 different countries received an Awards for their excellent work promoting care for people and the environment.

Congrats again to Juniper Park \ TBWA, HOY, Ogilvy UK, Ogilvy Social.Lab Amsterdam, FCB Group India, FCB Chicago, Activista, Happiness. Thanks to Google, RTL AdAlliance, Havas Group, Thalys, Accor, International Advertising Association – France, AdForum, Springtime Brussels, IHECS, ARTEMPO, Euronews, Pub.be and DNS Network.

Havas Deploys Attention Metric Globally, First Phase Of New ‘Meaningful Media Planner’ (source: Mediapost.com)

by Joe Mandese  @mp_joemandese

As part of a broader push to develop more “meaningful” metrics and KPIs for planning and buying media, Havas Media Group has integrated new forms of “attention data” into its network-wide system for planning digital media overall, as well as social media explicitly.

While many big media agencies have been developing and adopting various forms of attention data in similar ways, Havas asserts it is the first to do so on a “global scale.”

Source: https://www.mediapost.com/publications/article/379895/havas-deploys-attention-metric-globally-first-pha.html

The attention data being used by Havas comes from Lumen, which maintains continuous eye-tracking panels in the U.S. and U.K., and periodically sets them up in other key markets to benchmark them and adjust a global index of the attention people pay to various ad formats and media channels.

The Lumen data currently scores and ranks attention for more than 9,000 of the top digital domains based on the average consumer attention paid at an explicit ad format level.

As part of today’s announcement, Havas said it also is utilizing Lumen’s data to measure, plan and buy attention-based metrics for social media platforms in a new tool it dubs the Meaningful Social Matrix, which enables planners to index the average attentive seconds/impressions by platform for specific advertising formats.

Both the domain-level and social platform data are being incorporated into a new planning system Havas calls the “Meaningful Media Planner,” which is an allusion to the holding company’s long history and deep investment in researching and developing data and insights to understand what makes brands – as well as the advertising they use and the media they buy – more meaningful to consumers.

While Havas’ long-running Meaningful Brands studies look at a variety of factors driving meaningfulness, HMG Global Managing Director of Mx Development Jon Waite tells MediaPost the attention metrics are being used as a first-level proxy for meaningful media plans, because it is confident the data is stable and robust enough to be deployed and operationalized globally throughout its media planning systems.

As a practical application, Waite says Havas has been A/B testing parallel campaigns using standard media buys and ones adjusted using the attention metrics, and that the results so far demonstrate considerable improvements in both cos and effectiveness based on various client KPIs, or key performance indicators used to measure the impact of their campaigns.

Waite says Havas currently has about eight client campaigns running as part of the deployment, and plans to use them as case studies it will make public near the end of the first quarter of 2023.

With so many agencies testing and deploying various forms of attention metrics, including Adelaide and Realeyes in the U.S., Waite acknowledges there may be broader industry need to began establishing some form of industry standards for what an attention metric actually is.

While the digital and social media attention metrics are the first to be operationalized globally in Havas’ Meaningful Media Planner systems, Waite notes Havas continues to develop other forms of meaningful media metrics that its planners and clients are utilizing “manually,” including ones it presented at the Cannes Lions Festival earlier this year based on the carbon impact of media, adjusting for publishing content deemed misinformation, weighting for content deemed authentic journalism, and other factors like brand safety/suitability and the welfare of children.

He says the long-term goal is to continue developing other meaningful media metrics and eventually get them stable and representative enough to be incorporated into Havas media planning systems alongside the attention metrics.

Ultimately, he says it’s up to each client and their planning teams to decide what data to utilize and how much weight to apply to them in their plans, but that the first step is to make them operational at scale.

“The goal was to make it actionable and to get this data in the hands of all the planners in order to make it actionable for clients,” he says.