Amazon offers nationwide discount on back of Havas Meaningful Brands survey, as it launches John Lewis-style ad | The Drum

Amazon offers nationwide discount on back of Havas Meaningful Brands survey, as it launches John Lewis-style ad | The Drum.

Amazon is offering Brits a £10 discount on any order over £50 on the back of a Havas Media survey, amid wider marketing activity to promote its Prime service which kicked off over the weekend (31 July).

The results of Havas’ ‘Meaningful Brands’ global study, which involved over 20,000 people in the UK, were revealed earlier this year but only recently received wider industry recognition.

https://www.youtube.com/watch?v=Ez3o7L0R3rg

The Meaningful Brands metric was related to how consumers’ quality of life and wellbeing connects with brands at both a human and business level. Specifically, it looked at the role brands play in communities, how they impact self-esteem, healthy lifestyles, connectivity with friends and family, making lives easier, fitness and happiness as well as marketplace factors such as quality and price of goods.

Amazon topped the list in the UK, with 64 per cent of people saying they would care if the retailer disappeared. M&S and John Lewis – viewed as ‘ethical’ heritage brands – followed Amazon, with discount retailer Aldi and Sainsbury’s rounding off the top five.

To say thank you, Amazon has rolled out the £10 off promotion.

“We are grateful to customers for ranking Amazon #1 across Britain’s retailers,” said Christopher North, managing director at Amazon UK.  “You can count on us to continue working hard to set ever-higher standards for customer experience.”

The ‘BIGTHANKS’ promotion coincides with the roll out of a UK marketing campaign to bolster uptake of its Prime service.

The ad takes a different approach to previous Amazon activity, which has previously relied on consumer testimoials to woo new shoppers. Instead, the brand has followed the likes of John Lewis and Nationwide in running more emotive led creative in order to showcase what their services mean to customers rather than focus on the more funcitonal benefits.

To that end, Amazon’s latest ad follows the story of a little boy on the first day of nursery.He is showen nervously trying to fit in, as his anxious father watches through a window. His dad is then seen buying something via the Amazon mobile app, before the ad cuts to the next day when the little boy arrives at nursery wearing a superman costume.

It ends on the line: ‘Millions of ways to save the day, delivered in one day’.

Prime is Amazon’s key asset in its ambitious plan to create an ecosystem where users will spend more time and money. Over the past six-months it has ramped up its strategy to sign up new members, namely with the launch of the Prime Day last month.

Open only to Prime members, it offered discounts across thousands of goods for 24 hours. Amazon has not yet offered data on how many new members it attracted, but claims that global order growth increased 18 per cent on Prime Day versus the same day last year

Havas Media Group launches a next-generation “Meta Quality Barometer” to increase online inventory quality and tackle ad fraud

Havas Media Group launches a next-generation “Meta Quality Barometer” to increase online inventory quality and tackle ad fraud.

eMarketer confirms that ad fraud is a top concern for both media buyers (33%) and suppliers (44%), and both groups also show great concern for ad viewability (21% and 15%)1.
Adledge estimates that only 42% of all impressions served were considered ‘visible’ according to the definition of the Interactive Advertising Bureau and 8% were displayed in a potentially damaging context for the advertiser2.
White Ops recently reported that non-human traffic (aka bots) alone will cost digital advertisers worldwide over $6.3 billion this year3.

To improve media inventory and campaign quality, Havas Media Group announced today the launch of a unique Meta Quality Barometer, based on a comprehensive, inclusive approach to data. The Meta Quality Barometer from Artemis Alliance delivers continuously updated data across global, pluri-media campaigns, to share with all stakeholders (technology partners, media publishers and clients) to optimise investments.

Dominique Delport, Global Managing Director of Havas Media Group explains:

“Confidence in data quality is a critical issue for our industry. The scale of fraudulent inventory generated by sophisticated ‘bots’ is extremely concerning and neither media vendors nor agencies are safe. We need to bring trust and clarity back for our clients. For these reasons Havas has invested in our best-in-class Artemis Alliance data platform for over a decade. Now it manages 100% of our online campaigns, harvesting over 300 billion secure and disaggregated data points each year and was recently awarded ISO27001 certification by Bureau Veritas. Its focus – to create an actionable measurement for viewability, brand protection, media inventory and campaign quality.

As a result, we are delighted to launch the first Meta Quality Barometer for our industry. Helping us to connect the dots of the most advanced tech providers, delivering a unique and systematic “meta” barometer on data integrity, security and brand safety. This will facilitate and boost our communications with media owners to increase the quality of inventory for our clients. I am extremely proud of the teams in Artemis Alliance who have formalised a systematic approach to challenging industry practices so that we can help to provide better business solutions for our clients and media partners.” adds Dominique Delport.

Leveraging its extensive experience in handling event level data, Artemis Alliance collects detailed and raw data from all of its technology partners (Adledge, Catchpoint, ClarityAd, Hub’Scan, WhiteOps, Integral Ad Science and Peer39/Sizmek). That data, at its most granular level, is used to analyse and score the quality of the media inventory by industry, by market and by media owner.

Rob Griffin, EVP, Media Futures & Innovation, Havas Media Group summarises:

“This is a win-win deal. We can now pull in data from across all screens, technology companies and media partners to provide the first external, objective review of outcomes across the five critical areas of Compliance, Experience, Impact, Context and Traffic. While we can’t guarantee 100% viewability or zero fraud, we can make a commitment to our clients and our publishers to improve the quality of inventory available and make the information clear and easy to activate. The ultimate win, therefore, will be for clients, who will benefit from smarter solutions and cleaner data to drive investments and business decisions.”

Using these data, the Meta Quality Barometer covers five main areas:

1.Compliance: Matching impressions against purchased media 
Artemis Alliance rates media owners’ compliance with campaign directives: promise (purchased versus delivered media) and technical qualifications (specifications and requirements). Artemis Alliance constantly audits both tagging systems (with partner Hub’Scan) and creative work provided for each campaign (with partner ClarityAd).

2.Experience: User experience 
Artemis Alliance takes into account user experience and user interaction with campaign messages, in particular how long it takes for pages and ads to load for users (with partner Catchpoint), as well as where the ads are located on the page.

3.Impact: Viewability and performance auditing
Artemis Alliance can correlate performance (in particular in terms of audience) and viewability of media campaigns, to gauge their impact, through automatic and personalized tracking for each advertiser and for each action.

4.Context: Media content and brand safety
Brand safety services are codes inserted in campaign tags which allow Artemis Alliance to protect a brand’s image, quantify the number of blocked impressions (undesirable context), and identify the context where these impressions were delivered (with partners Adledge, Peer39).

5.Traffic: Securing campaign distribution
To combat the rise of illegitimate Internet traffic worldwide, Artemis Alliance provides teams with both manual and technological solutions. Media teams identify and blacklist all suspect URLs based on abnormal click-rates, coded URLs and pages without ads. Artemis Alliance also works with several anti-fraud technology solutions to better protect our campaign results (with partners Adledge, Peer39, Integral Ad Science, White Ops, etc).

Top scoring Meaningful Brands enjoy a Share of Wallet 46% higher than low performers

Top scoring Meaningful Brands enjoy a Share of Wallet 46% higher than low performers.

Havas’ Meaningful Brands® 2015 study reveals that:

1. Meaningful Brands can increase their Share of Wallet by seven times and on average gain 46% more Share of Wallet than less Meaningful Brands
2. Top Meaningful Brands deliver marketing KPI outcomes that are double that of lower scoring brands
3. Meaningful Brands outperform the stock market by 133%, with the top 25 scorers delivering an annual return of nearly 12% – 6.7 times that of the STOXX 1800 stock index

Meaningful Brands®– Havas’ metric of brand strength – is the first global study to show how our quality of life and wellbeing connects with brands at both a human and business level. It’s unique in both scale – 1,000 brands, 300,000 people, 34 countries – and scope (12 industries). The research covers all aspects of people’s lives, including the impact on our collective wellbeing (the role brands play in our communities and the communities we care about), in our personal wellbeing (self-esteem, healthy lifestyles, connectivity with friends and family, making our lives easier, fitness and happiness) and marketplace factors, which relate to product performance such as quality and price.

The results of Havas’ Meaningful Brands® analysis revealed that a brand’s “Share of Wallet” – a metric used to measure the percentage spent with a brand vs. the total annual expenditure within its category is on average 46% higher for Meaningful Brands and can be up to as much as seven times larger.

Furthermore, the performance of Marketing KPIs set by top Meaningful Brands can grow at twice the rate of those set by lower scoring Meaningful Brands.  For example, for every 10% increase in meaningfulness, a brand can increase its purchase and repurchase intent by 6% and price premiums by 10.4%. This statistically proves that a brand’s meaningfulness is a key driver of KPIs success.

Meaningful Brands outperform the stock market by nearly seven fold, with top scorers delivering an annual return of 11.76% – nearly seven times higher than the STOXX 1800 stock index. Not only do top scorers in Meaningful Brands 2015 outperform the stock market by 133%, the gap has widened since 2013 (120%).

A unified tracking tool for CEOs and Marketing Directors

Meaningful Brands® 2015 demonstrates that brands that contribute significantly to our quality of life are rewarded with stronger business results – they earn a “Return on Meaning”. Return on Meaning measures the potential business benefits gained by a brand when it is seen to improve our wellbeing.

This provides us with the first unified tracking tool for CEOs and Marketing Directors. It measures the impact of increases in a brand’s meaningfulness and how it affects each marketing KPI, the brand’s Share of Wallet and its performance on the stock market.

Dominique Delport, Global Managing Director, Havas Media Group summarises:

“Great marketing has a cumulative effect as it’s shared – it naturally flows and gains momentum. We will only share ideas if brands do stuff that matters to us. We now look to brands for meaningful connections – big or small. By understanding this, our Meaningful Brands project becomes central to how brands communicate in this new organic world.

This year, we’ve tackled one of the big issues for our industry – if meaningfulness is so crucial, how do you measure and create it in a way that CEOs can buy into, and marketers can evaluate? Our 2015 project pulls in data that spans across stock market, share of wallet and marketing KPIs enabling CEOs and CMOs to work together and crack the code to meaningfulness.”

Top Meaningful Brands and sector trends as Consumer Electronics dominates

The top ten global performers for 2015 are Samsung, Google, Nestlé, Bimbo, Sony, Microsoft, Nivea, Visa, IKEA and Intel. Following these leaders are HP, Dove (Unilever), Walmart, Gillette (P&G), Knorr (Unilever), Kellogg’s, Amazon, PayPal, Honda and Carrefour.

Brands with the largest percentage increase since the last analysis in 2013 are Honda, LG, ING and AXA.
Top performing categories worldwide are Consumer Electronics, Healthcare, Food, Personal Care and Retail. Technology brands account for nearly one third of the top 50 global Meaningful Brands, with 3 out of top 5 brands from this sector – Samsung, Google and Sony.

This 2015 analysis shows that size is not a barrier to meaningfulness, with smaller brands outperforming larger brands. For example Honda vs. Toyota or Ford; PayPal vs. MasterCard and Uniqlo vs. Zara or H&M.
In 2015 top performers stand out for making a meaningful difference to our personal wellbeing by delivering more tangible benefits. However, the results from the 2015 study show that there is no one size fits all formula, but many different pathways to meaningfulness.

Most people do not care if 74% of brands disappeared

Most people would not care if 74% of brands disappeared and less than 28% of brands improve our quality of life and wellbeing. These figures have remained stable over the last 5 years showing that in many developed countries the disconnect between brands and people has become the new norm.

Being meaningful is a more important brand driver than trust

The percentage of brands people trust in North America is only 22% and 31% in Western Europe.  The percentage of brands which contribute positively to our quality of life and wellbeing is much lower at 3% and 7% in these markets respectively. Even where levels of trust are high, for example in Developing Asia (78%), the figures show that levels of meaningfulness, i.e. a brand’s contribution to our quality of life and wellbeing, fall behind at 38%.

What these figures suggest is that trust is no longer enough, but more of a pre-requisite. Meaningfulness however is a key driver for brands that wish to deepen connections and play a greater role in people’s lives.

Geographical polarisation continues to rise

The figures also prove that global polarisation in the way people feel about brands continues to widen. This is especially strong in developing Asian markets, where people still care about 60% of brands, an attachment 10 times higher than in the West. Not only is the relationship healthier in developing Asian markets, the Returns on Meaning for brands are 30% higher.

In the West, more than 60% of people expect brands to play a role in their lives, but only one third perceive brands are delivering.  We see that in the West product functional benefits increase in importance in 2015 as people become increasingly skeptical. As brands push this functional relationship with people, commoditisation increases, the relationship weakens and the Returns on Meaning diminish. The result – brands in the West are attaining Returns on Meaning 30% lower than in developing Asian markets.

The percentage of brands seen to contribute positively towards our quality of life shows a staggering range from only 3% and 7% in North America and Western Europe respectively, to 38% in Latin America, 75% in developing Asia and sinking to 9% in developed Asia – i.e. Australia, Singapore and Japan.

Different pathways to meaningfulness, but a common pattern of engagement

Despite the no one size fits all formula, Meaningful Brands discovered a common pattern of engagement.
2015 results show that providing incentives/rewards are meaningful for 68% of people, followed by relevant information to learn more about and live customer support (both 61%). Besides rewards, providing people with educational experiences and solutions are meaningful for 57% and 53% of people worldwide. Once again however different sectors show different patterns – for example for the Telecoms industry Listening and Rapid Response are key, yet for the food industry it was more collective areas that dominated such as sustainable sourcing and employment record.

Maria Garrido, Global Head of Data & Consumer Insights, Havas Media Group concludes:

“Brands that enhance the wellbeing of people, communities and societies are more meaningful. In the West, we have a more functional relationship with brands so continuous innovation and product delivery is key. In high growth markets, the relationship between people and brands is one that focuses more on personal benefits. In these regions people look to brands to help them achieve economic status, better experiences and every-day inspiration.

By understanding what activity will resonate with certain global and local audiences, forward-thinking brands will not only be able to plan more meaningful campaigns, but will also be able to report on meaning as a powerful metric of success.”

For further information, please contact:-

Suzie Warner
Global Head of Communications
+44 (0)7968 450185
suzie.warner@havasmg.com

67% of the brands could disappear (Havas Media Meaningful Brands)

L’étude Meaningful Brands d’Havas Media représente à l’échelle mondiale un outil unique : 700 marques, plus de 134 000 consommateurs et 23 pays y sont analysés.Meaningful Brands mesure la contribution et l’impact des marques dans 13 sphères du bien-être individuel et collectif (santé, environnement, communauté, économie locale, sécurité financière, vie pratique, etc.) pour une vue à 360° sur la manière dont elles contribuent à la société. En 2015, plus 7.700 consommateurs belges ont été interrogés sur 70 marques de 12 secteurs différents.

Havas Group And Universal Music Group Form Global Music Data Alliance ((Viva)LAS VEGAS, Jan. 5, 2015)

Havas Group And Universal Music Group Form Global Music Data Alliance — LAS VEGAS, Jan. 5, 2015 /PRNewswire/ —.

LAS VEGASJan. 5, 2015 /PRNewswire/ — Havas Group, one of the world’s largest global communications groups, and Universal Music Group (UMG), the world’s leading music company, announced the formation of the Global Music Data Alliance (GMDA), a unique partnership that will enable the billions of data points that UMG and its artists generate through music, ticket and merchandising sales, streaming, social media and airplay to be aggregated and contextually analyzed by Havas’ world-class algorithmic and data scientists.  The result will provide new revenue opportunities for UMG artists and labels by creating powerful marketing and advertising opportunities for brands.

The announcement was made by Lucian Grainge, Chairman and CEO of UMG, and Yannick Bollore, Chairman and CEO of Havas Group, at the 2015 International CES.

Lucian Grainge said, “Our commitment to artist development on a global scale has resulted in the industry’s best track record for identifying and breaking new stars.  But our commitment to artists doesn’t end there.  We want to continue to find new revenue and marketing opportunities for all of our artists around the world by leveraging our industry-leading big data tools and working with forward-thinking companies such as Havas to supercharge our efforts to realize previously untapped revenues from consumer brands and other new business partners.”

Havas Group And Universal Music Group Form Global Music Data Alliance -- LAS VEGAS, Jan. 5, 2015 /PRNewswire/ --

Yannick Bollore said, “Music transmits emotions, cultural symbols, and values like no other form of creative expression. By managing the most successful artists and largest music communities in the world, Universal Music Group is at the forefront of the industry and has already gathered unique consumer insights and databases to empower its labels, artists and fans. This first Global Music Data Alliance will allow our clients and other brands to further expand the common passion they share about music with fans and create more meaningful experiences for them.”

Havas Group And Universal Music Group Form Global Music Data Alliance -- LAS VEGAS, Jan. 5, 2015 /PRNewswire/ --

As part of the initiative, UMG’s proprietary data across multiple artists and genres will be layered with Havas’ behavioral data to allow for a greater understanding of the correlation among artists, music fans and brands. This data includes not only music and video sales and streaming, but also social media and airplay, and even merchandising data from Bravado, UMG’s merchandising division, and ticket sales data from Vivendi Ticketing, which provides ticketing services for select UMG artists and events.  The result is a comprehensive view of music and music related consumption across a range of platforms.

New audience patterns and segments will be developed that can be applied across thousands of artists’ online and mobile properties, thus offering UMG labels, artists and advertisers unprecedented consumer insights which can be used to guide marketing and advertising opportunities for brands and artists alike.  With GMDA, artists will be able to monetize their fan bases more effectively by understanding the different characteristics of their fans and what specific offers and products will appeal to them.

Further, with GMDA, advertisers will be better able to identify which genres and which specific artists appeal to their consumer bases as well as the music-related opportunities that will attract those consumers. This will make the advertiser’s decision to invest in music-related marketing much more accountable and will allow labels and artists the opportunity to create a broader relationship and more integrated partnerships with brands than previously seen.

The launch of GMDA follows a 14-month research program overseen by Havas’ specialist sports and entertainment network, Havas Sports & Entertainment (HS&E), in collaboration with the University of Southern California’s Annenberg Innovation Lab (USC).

The first part of the global research study, entitled FANS.PASSIONS.BRANDS, identified eight logics of engagement resulting in dynamic fan profiles based on a person’s diverse levels of passion and how they interact with football (soccer). Wave two of this multi-methodology study will draw on and evolve these same nuances but with a specific focus on music.

Havas will leverage its group’s research and analysis teams along with some of the industry’s most innovative new start-ups from around the world that specialize in developing technology, to enable UMG and further GMDA partners to derive powerful insights around music and fan engagement.

About Havas Group
Havas is one of the world’s largest and most forward thinking global communications groups. Headquartered in Paris, employing 16,000 people in 120 countries, Havas is committed to being the world’s best company at creating meaningful connections between people and brands through creativity, media and innovation, including data and mobile. To realise this, it is organised to leverage innovation and collaboration between its core teams: Havas Creative Group and Havas Media Group. Havas Creative Group incorporates the Havas Worldwide network (havasworldwide.com), 316 offices in 75 countries, the Arnold micro-network (arn.com), 15 agencies in 12 countries, as well as several leading agencies including BETC. Havas Media Group (havasmediagroup.com) operates in over 100 countries, and incorporates 4 major commercial brands: Havas Media (havasmedia.com), Arena Media (arena-media.com), Forward Media and Havas Sports & Entertainment (havas-se.com). Further information about Havas is available on the company’s website: havas.com

About Universal Music Group
Universal Music Group is the global music leader, with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, one of the industry’s premier music publishing operations worldwide.
Universal Music Group’s labels include A&M Records, Angel, Astralwerks, Blue Note Records, Capitol Christian Music Group, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, EMI Records Nashville, Fonovisa, Geffen Records, Harvest, Interscope Records, Island Records, Machete Music, Manhattan, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, Virgin EMI Records, as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalogue of music in the industry, which includes the last 100 years of the world’s most popular artists and their recordings. UMG’s catalogue is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes Global Digital Business, its new media and technologies division and Bravado, its merchandising company.
Universal Music Group is a fully owned subsidiary of Vivendi.

About Vivendi Ticketing
Vivendi Ticketing comprises the ticketing businesses See Tickets in the UK and the US, as well as Digitick Group in France. Both businesses specialize in the retail and distribution of tickets for live entertainment, sport and cultural events, in addition to providing operating platforms for venues to run their own ticketing services.
Vivendi Ticketing processes annually over 40 million tickets and counts the Eiffel Tower, the Palace of Versailles, Manchester City Football Club and Glastonbury amongst thousands of other clients.
The business also operates as an internal service provider to other Vivendi businesses notably Universal Music Group.

SOURCE Universal Music Group

Havas Media rebrand son entité social media : Socialyse

Entité Pure Player à part entière, Socialyse Belgique est forte d’une équipe de 12 spécialistes du community management, de la performance dans l’achat d’espaces publicitaires, de l’analyse des données et de la création de contenus.

Socialyse_BE

Socialyse est construite sur l’expérience accumulée au sein d’Havas Media Bruxelles depuis 2011 sur plus de 30 clients (BNPPF, Citroën, Mobistar, Florette,… ).

Socialyse a pour objectif de favoriser la communication entre les marques et l’écosystème social en soutenant l’extension de leur réseau d’influence. Comment ?

– Par une stratégie d’achats orientée performance à travers l’usage quotidien d’outils analytiques.

– Par la maîtrise des canaux de distribution sociaux destinés aux professionnels et au grand public (identification des influenceurs, veille sur le « bruit » social de la marque, gestion de la communication de crise).

– Et enfin, par la création de contenus sur mesure prêts à être partagés right on time sur tous supports vers des destinataires ciblés.

Socialyse rassemble donc les compétences indispensables à une stratégie de médias sociaux « Owned, Earned et Paid». Grâce à son intégration à Havas Media, Socialyse propose aux marques une stratégie intégrée et sans silo. L’ensemble des données sociales est consolidé dans le système d’information propriétaire : en effet, Artémis, la Data Management Platform d’Havas Media permet de concevoir, déployer et mesurer l’impact du Social au sein de stratégies globales de communications.

La direction de Socialyse est confiée à Johannes Schnack, 25 années d’expérience dans la communication et le marketing direct et digital (Emakina, Nintendo, Sopres, …).

Johannes Schnack : « Aujourd’hui, l’achat de médias ne suffit plus à construire une stratégie marketing performante, avec Socialyse nous construisons des audiences, adaptées aux besoins évolutifs des marques. Nous utilisons les médias sociaux pour amplifier la notoriété des marques et surtout générer de nouveaux contacts clients potentiels. C’est ce qu’on appelle la donnée sociale.”

Hugues Rey, CEO Havas Media Belgique : «  Socialyse est présent dans 35 pays et se développe dans l’ensemble du réseau internationnal Havas Media. Cette approche ‘Pure Player’ offre l’agilité et la passion nécessaire à la maitrise des canaux digitaux en perpétuel mouvement (Social, Mobile, Performance, Data,…). De plus, Elle est totalement intégrée à l’activité d’Havas Media pour offrir une gestion efficace des audiences et performances de l’ensemble des campagnes conçues pour les annonceurs de l’agence. »

DUREX EXPLORE: The world’s first synchronised dual screen film (Havas Worldwide London)

Durex is releasing an app that lets users interact with its latest TV ad. Havas Worldwide London created the campaign, which promotes Durex’s first e-commerce website in the UK. The TV spot shows a courier travelling to deliver a package of Durex products and hints at lewd situations happening behind closed doors. Users who download the app can point their phones at the screen when the ad is airing to see what is happening out of shot. It was written by Joe Williams, art directed by Andy Preston and directed by Misko Iho through Love. TMW Unlimited was the digital and social agency on the account.

For the full, interactive experience first download the Durex Explore app onto your phone or tablet from the Apple/ Google Play store and press the ‘Connect with film’ icon.’
Now point your device at this screen and play the film with the sound on.

For more details on the app go to http://explore.durex.co.uk/ or visit the Durex store athttp://www.durex.co.uk/

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.