Havas Media Group is the first Australian agency to activate DoubleVerify’s DV authentic ad metric as the default measurement currency across client campaigns.
DoubleVerify is a leading software platform for digital media measurement, data and analytics. This initiative is designed to maximise the cross-channel digital investments of the brands under Havas and drive superior campaign outcomes
Kevin Fernandes, head of data solutions and AdTech at Havas Media Group said: “We’ve taken the unprecedented step to deploy DoubleVerify’s measurement solution as standard to protect our clients’ investments, and also improve the media experience by actively driving media quality and effectiveness.”
“We’ve already been able to use insights from DoubleVerify to make fundamental shifts to campaign variables, such as formats and publishers – which has significantly increased campaign outcomes,” he added.
The DV Authentic Ad™ is a proprietary, MRC-accredited metric that ensures an ad is fully viewed, by a real person, in a brand-safe environment, within the intended geography. DV was the first company accredited to measure and de-duplicate ad quality in this manner. It gives advertisers clarity and confidence in their digital investments and creates actionable insights to drive performance optimisation.
Sophia Warren, client strategy director ANZ at DoubleVerify, said the company is thrilled to build the partnership with the media agency.
“Havas Media Group’s clients will be protected from wasted investments and unsuitable content, while the agency will be able to optimise media spend using our campaign insights. Effective optimisation of media is critical to address increased media fragmentation and a decline in consumer trust, resulting from concerns around data privacy, fake news and high-profile brand suitability incidents,” she added.
In order to support the activation of DV Authentic Ad™ as standard practice across the agency, the digital teams at Havas Media Group Australia are currently enrolled in DV University (DVU) with the aim of achieving agency-wide certification by the end of Q1 2022.
DVU is a self-guided online training and certification platform which includes standard onboarding training of the DV Advertiser’s Suite. This will empower the teams in Havas Media Group to leverage DV’s actionable insights to effectively achieve their digital campaign objectives.
Havas Media Group will implement DV Authentic Ad™ Measurement across every client, every campaign and every channel by default, though clients may opt out, if desired.
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Top image: Kevin Fernandes, second image: Sophia Warren