Sydney, Australia – Havas Media Group, the media arm of global marketing and communications group Havas, has become the first media agency in Australia to activate digital media measurement, data, and analytics platform DoubleVerify‘s (DV) Authentic Ad™ metric as the default measurement currency across client campaigns.
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. It gives advertisers clarity and confidence in their digital investments and creates actionable insights to drive performance optimisation.
The initiative is designed to maximise the cross-channel digital investments of the brands Havas serves and drive superior campaign outcomes. 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 the first quarter in 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, which is seeing Havas Media Group implementing DV Authentic Ad™ Measurement across every client, every campaign, and every channel by default, though clients may opt out if desired.
Kevin Fernandes, Havas Media Group’s head of data solutions and adtech, shared that they have taken the unprecedented step to deploy DoubleVerify’s measurement solution as a standard to protect their 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,” said Fernandes.
Meanwhile, Sophia Warren, DoubleVerify’s client strategy director for ANZ, noted that 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 their 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,” said Warren.
