Customer Spotlight: Why Havas is doing cross-media measurement
Article 5 of 5 in series: Customer spotlight
In this article, Jonas Lundahl, Video & Audio Manager at Havas Denmark, explains how the media agency helps JDE Peet’s, a leading coffee and tea company, gain insight into the total and incremental reach of their campaigns across channels, allowing them to allocate their media budgets more efficiently.
AudienceProject’s insights are crucial for our media buying analysis as they help us allocate media budgets more efficiently between digital channels and TV. By analysing the campaign data, we can determine the optimal budget allocation to achieve the desired reach and adjust upcoming campaigns accordingly.
Why did you start working with AudienceProject?
We started working with AudienceProject seven years ago when we were looking for a third-party measurement partner to demonstrate the effectiveness of our campaigns.
Havas handles the media purchasing for JDE Peet’s in Denmark, Sweden and Norway, and with AudienceProject as our measurement partner, we can measure JDE Peet’s campaigns across channels and countries, allowing us to present the campaign results to the global JDE Peet’s team.
What challenges do you see in the industry?
In today’s media industry, it is very difficult to understand how each channel contributes to your campaign goals, especially when working across countries. Normally, you get a campaign report from each broadcaster after a campaign has ended, making it hard to optimise the campaign.
AudienceProject’s cross-media measurement platform, AudienceReport, helps us overcome that problem by allowing us to monitor campaigns in near real-time. The platform allows us to identify the individual channels’ performance, make timely adjustments, and report the results after the campaign has ended.
For example, in one of JDE Peet’s campaigns, we saw that a broadcaster’s streaming service was struggling to reach the target audience, so we contacted the broadcaster to ensure the expected campaign performance. With such adjustments, we have been able to achieve and prove the campaigns’ total reach goals required by JDE Peet’s.
How does our partnership support you in providing valuable insights?
AudienceProject provides us with insights into campaign reach across digital channels and reach overlap between the channels. Furthermore, we are able to combine the digital data with TV data using AudienceReport’s integration with TechEdge to see how the two types of media complement each other in terms of building incremental reach.
These insights are crucial for our media buying analysis as they help us allocate media budgets more efficiently between digital channels and TV. By analysing the campaign data, we can determine the optimal budget allocation to achieve the desired reach and adjust upcoming campaigns accordingly.
One of the questions we can answer with this analysis is, for example, whether we should use one, two or three broadcaster channels to complement our YouTube ads and, if so, how the budget should be distributed among these.
We are very delighted about Havas' partnership with AudienceProject. Getting independent and trustworthy insights from AudienceProject and having Havas optimise our campaigns based on these is very reassuring in terms of our media investments being used efficiently.
What is your advice to companies that want to start their measurement journey?
I believe there are two key reasons to start measuring campaigns across channels.
The first is to get continuous campaign insights that enable you to monitor your campaigns and make in-flight optimisations to achieve the ideal campaign performance.
The second is to get a comprehensive campaign overview, which allows you to evaluate your overall campaign performance, especially the impact of combining individual channels rather than assessing individual channels in isolation.
This allows us to prove the value of a campaign’s media mix and achieve the reach goals agreed upon with JDE Peet’s.
Want to start your measurement journey?
Learn more about AudienceProject’s cross-media measurement platform by filling out the form below.
This article is 5 of 5 in our series: Customer spotlight
About this article series
In this article series, you can learn why our customers are doing cross-media measurement with us and how it enables them to make confident marketing decisions.
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