MAM
Havas Media Group to implement attention data into planning tools globally
Mumbai: Havas Media Group (HMG) on Friday announced the expansion of its proprietary global identity-based audience planning platform Converged – with two bespoke tools that harness the power of attention to deliver meaningful media experiences.
HMG 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.
HMG’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 Supply-Side Platform (SSP) partners, Demand Side Platform (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.
Complimenting the 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 Key Performance Indicators (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 Mx Development global managing director Jon Waite. “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.”
HMG’s 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 HMG’s supply path optimisation were able to achieve 70-80 per cent 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, HMG 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.
Brands
Hyundai Venue crosses 1 lakh bookings, adds HX8 Diesel AT variant
New top-spec automatic diesel trim brings ventilated seats, OTA updates and paddle shifters.
MUMBAI: Hyundai Venue just hit the jackpot and upgraded the prize because when you cross 1 lakh bookings, you don’t just celebrate, you throw in paddle shifters and ventilated seats for the ride. Hyundai Motor India Limited (HMIL) announced that the all-new Hyundai Venue has achieved 1 lakh bookings, cementing its strong position in the compact SUV segment. To mark the milestone and further enhance customer choice, the company introduced the new HX8 Diesel Automatic (AT) variant.
The HX8 Diesel AT is powered by the proven U2 1.5L CRDi diesel engine paired with a 6-speed automatic transmission. It adds a host of premium comfort, safety and convenience features, including:
- Ventilated front seats
- Dual-tone leatherette seats with VENUE branding
- Electric 4-way driver seat adjust
- Controller Over-the-Air (OTA) updates
- Hyundai Bluelink connected car technology
- Electric parking brake with auto hold
- Rear disc brakes
- Ambient lighting on crash pad and central console
- Drive mode select (Eco, Normal, Sport)
- Traction control modes (Sand, Mud, Snow)
- Paddle shifters
HMIL, managing director & CEO Tarun Garg said, “We are delighted that the new Hyundai Venue has crossed 1 lakh bookings, reaffirming the strong trust Indian customers place in our brand. The introduction of the new HX8 Diesel Automatic variant further strengthens the Venue lineup, offering customers the perfect blend of diesel efficiency, torque-rich performance and effortless convenience.”
Backed by Hyundai’s extensive sales and service network, the Venue continues to appeal to buyers seeking a feature-rich, comfortable and future-ready compact SUV. The new variant reinforces HMIL’s focus on delivering advanced technology, safety, comfort and value while adapting to evolving customer preferences.
In a segment where bookings are the real horsepower, Hyundai isn’t just counting milestones, it’s handing drivers an automatic upgrade that makes every journey feel like the victory lap.
