SAN JUAN, Puerto Rico – Marketers are always looking for more insights to improve the effectiveness of their advertising. With that in mind, Havas Media Group has made the idea of “meaningful” a key part of adopting technologies that help brands to reach their business objectives.
“’Meaningful’ defines our agency model, and we’re going to be spending this year creating a new series of technologies all based around the meaningful concept,” Mike Bregman, chief data officer at Havas Media Group, said in this interview at the Beet Retreat San Juan with Beet.TV contributor Rob Williams.
These initiatives include the development of a Meaningful Rating Point (MRP) to measure people’s attention to television advertising, which has become increasingly important as consumers divide their time spent with media among a wider variety of media channels and connected devices.
“The Meaningful Rating Point is where we want to advance how TV linear and traditional channels are tracked,” Bregman said. “We want to think about it in terms of not just reach-based metrics but really attentive reach and how to get consumers that are paying attention.”
Havas has worked with a variety of measurement providers such as VideoAmp, iSpot.TV and Comscore to develop newer ways to set the value of advertising transactions, or what are known as currencies, among different media platforms.
“We’re in the multi-currency conversations, and all of that is going to lead into this idea of meaningfulness,” Bregman said.
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