Havas Media North America and Adelaide, the leader in the attention-based media quality measurement field, announced the launch of the meaningful ad unit (MAU), an industry-first proprietary metric to be utilised for its US clients. Havas Media will integrate the MAU into its meaningful media marketplace. 

Adelaide’s AU metric predicts a media placement’s probability of attention and subsequent impact using a machine learning model trained with full-funnel outcome data. This partnership furthers Havas Media’s commitment to measuring attention to provide more meaningful outcomes for clients and move the industry forward. 

Over the past three years, Adelaide and Havas Media have proven that buying media with higher AU scores drives more consequential media performances and leads to more meaningful outcomes for clients. Havas Media has demonstrated that high-AU exposures deliver up to 132% lift in upper-funnel KPIs compared to low-AU placements. 

Planning & optimisation for meaningful experiences

Recently, Havas Media North America has started exploring more advanced applications of attention metrics, like Adelaide’s AU Flight Control solution. This solution identifies the minimum AU rating that delivers the strongest correlation between ad exposures and outcomes, reflecting the optimal level of media quality and frequency needed to drive specific KPIs. 

By harnessing AU insights to build high-attention media plans for Finance, CPG, and Spirits brands, Havas Media North America has seen 2–3x improvements in campaign performance among US clients. For a financial services client, the team achieved a 30% higher conversion rate and a 20% lower cost per conversion by prioritising high-AU media.

Given the positive impact of incorporating attention data into planning and optimisation processes, future initiatives include using AU as an input in Havas Media’s meaningful rating point (MRP) and meaningful media marketplace. These tools facilitate the creation of impactful media experiences by identifying the most meaningful placements for the target audience based on campaign KPIs. 

The MAU will be utilised as a quality factor of impressions used to optimise reach and frequency.

Programmatic activation & media quality audit

As part of this partnership, Havas Media North America’s programmatic trading desk will leverage the MAU within custom algorithms, pre-bid segments, and through custom private marketplaces. By dynamically buying against optimal MAU scores, Havas Media North America grants clients access to higher-quality, more meaningful inventory that drives better outcomes against KPIs while reducing waste.

Havas Media North America clients will also benefit from AU audits, which offer a transparent baseline of media quality and meaningfulness across display, online video, walled gardens, podcasts, CTV, and linear. These insights will enable Havas Media North America teams to develop AU goals and refine media plans by maximising the relevance of the context in which key messages are delivered to audiences. 

The comprehensive meaningful attentive toolkit will empower Havas Media North America clients to activate media plans that minimise waste through platform, channel, and placement selection driven by an evidence-based measure of media quality. 

Mike Bregman, chief activation officer, Havas Media Network North America: “The media and advertising ecosystem face a number of increasingly complex challenges, including reliance on binary metrics that fail to take into account consumers’ perceptions and brands’ objectives. Our long-term strategy is to create the largest global attention database, a proprietary platform that enables our teams to deliver better Media Experiences for our clients.”

Marc Guldimann, CEO & founder, Adelaide: “The Havas Media US team has taken a rigorous approach to attention metrics. They’ve looked deeper than the ‘maximise attention’ tactics you see from less sophisticated players, something that has allowed Havas Media to weave attention into the fabric of its media strategy."

Adelaide

Adelaide is a leader in the rapidly growing field of evidence-based media quality measurement. Adelaide’s attention-based metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of ...

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