Havas Media Group claims agency first on attention data

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Havas Media Group has added two new bespoke tools to ramp up its commitment to leading the field on attention data, in partnership with adtech Lumen.

The firm said the move furthers its industry-leading attention capabilities with the expansion of Converged – the agency network’s proprietary global identity-based audience planning platform – with the additions, that it said will harness the power of attention to deliver meaningful media experiences. 

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

The agency’s new Meaningful Media Planner (MMP) harnesses attention data from Lumen’s continuous eye-tracking panels to rank and score over 9,000 domains at a format level for the average attention they are likely to deliver. 

This data is used in conjunction with vetting of domain safety from SSP partners, DSP data, and Havas’ proprietary domain categorisation algorithm to create a comprehensive assessment of media placements on metrics such as viewability, attentive seconds, and view rate in relation to domain, device, media type, and format. 

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

The news follows Lumen Research’s announcement, reported by Mediashotz, that it is to combine forces with Avocet to drive a new category in attention. 

FirstPartyCapital is leading a £3 million funding round to drive further technological innovation and expansion innovation across the US and Europe – cementing Lumen as the industry’s leading attention-measurement platform capable of realising omni-channel measurement in a post-cookie landscape.

Complimenting Havas’ MMP is the Meaningful Social Matrix (MSM) – a proprietary tool that measures social ad placements by their attention in relation to cost and brand suitability. 

MSM draws upon proprietary platform and ad placement level attention data from Lumen, campaign performance KPIs aggregated from historical Havas owned data, and brand suitability scoring based on the Conscious Advertising Network’s manifesto to give planners a detailed view of the social ecosystem and create a social campaign that is optimal for their clients.

“Attention optimisation is a rare ‘win win’– consumers are delivered content that connects them to the causes and people they care most about, while brands have the opportunity to deliver their message more economically and sustainably,” said Jon Waite, Global Managing Director, Mx Development. 

“With MMP and MSM we’re bringing attention metrics into the planning phase, allowing marketers to make more strategic, informed decisions in selecting media sources that will deliver valued and trusted media experiences.”

Havas’ commitment to attention has complimented the agency’s efforts to improve sustainability and media investment ROI by reducing tech fees and intermediaries within the supply path, increasing working media, and better supporting content owners. 

In tests across core markets, MMP curation and Havas’ supply path optimisation were able to achieve 70-80% of every dollar spent ending with the publisher, as compared to 50-60% when buying on the open market. 

MMP and MSM are under continuous development to offer planners new metrics and insights into media effectiveness. 

In Q4 of 2022, Havas will unveil a new version of these tools that allows direct sustainability assessment by incorporating data from Scope3 to score placements by their carbon emissions.