Havas Media and DG will deliver an integrated solution for online and television campaign management. Havas Media claims the deal will allow it to manage campaigns around the world with a single solution - at a price that's competitive with scrappy local startups.
DG's technology provides a multi-screen solution covering distribution, reporting and analytics for TV and online. The independent company says its advertising technology platform manages more than 10 percent of the global media spend.
The deal brings DG into a roster of Havas Media partners that began 12 years ago with DoubleClick. DG's MediaMind for online campaigns and VideoFusion for video campaigns have already been integrated into Havas' Artemis data platform, according to Sylvain Le Borgne, executive vice president of data platforms for Havas Media.
"We're going to use their tools to make sure we track all the campaigns we deliver for our clients all across the world," Le Borgne says. "We have set up with DG a data exchange. Every night, they will push us all the data on every campaign, so we can leverage it in our own data analytics platform, Artemis."
DG's global footprint will especially be useful for Havas clients in places such as Eastern Europe and South America, where the agency has had to rely on a mix of local campaign tracking vendors or its own solutions.
Le Borgne says, "In a lot of emerging markets, you have extremely aggressive pricing from local players. We want to make sure we had a global partner that would be sufficiently attractive so that we could convince local teams to work with them."
DG offers multiscreen ad delivery, cross-channel research and analytics, and unified asset management. Le Borgne says that this capability will let the agency quickly push out content and ads to all consumers, instead of having to deliver multiple iterations of the campaign for different media and devices. Further, DG's ability to track online and TV ads together has great potential, he says, because it allows the agency to make sure that digital and TV ads complement each other.
This integration of digital and traditional media matches the recent reorganization of Havas Media itself, eliminating the distinction between media. Instead of different divisions competing for client attention and pushing their own solutions, Le Borgne says, "In everything we offer, we push some digital media. With DG, for example, any TV spot that can be complimented with online messaging is fantastic for us."
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
March 19, 2014