Havas Media Group with its TV 360° offering

TV 360° in response to fragmentation

The media agency Havas Media Group has added a new service to its offering – TV 360°, which makes it possible to reach many users across the entire television ecosystem within a single campaign.
TV 360° is a service offered to Havas Media Group clients since July 2020, created out of the need to address the current fragmentation of the media market when it comes to the devices on which audiences consume television content. The problem is similar to the situation that occurred over a dozen years ago, when several dozen new television stations appeared on the television market. In response to that challenge, low-viewership stations were grouped into large packages of thematic channels.

In an era of today's dispersion of television content consumption, there is a similar need. Therefore, instead of reaching individual users through separate campaigns, the TV 360° service makes it possible to reach many users within a single campaign with full control over combined reach and other KPIs key to the activity. This is a crucial issue because, as research shows, as much as 30% of television content consumption is already generated through forms other than linear television, so we are talking about an inability to reach that part of the target group when an advertiser uses a traditional approach.

Reach growth of more than 14%

Many advertisers, especially in the post-pandemic reality, are looking for the highest possible ROI, and a product that makes it possible to be present across the entire television ecosystem, whether it is TV, a smartphone, or Smart TV, gives the advertiser a significant advantage. The average increase in reach for campaigns carried out as part of TV 360° compared with linear television alone is more than 14%.

– TV 360° above all gives advertisers the opportunity to use the full potential of activities in both linear television and online video through access to high-quality content from television stations. And this is regardless of the device on which that content is consumed by the viewer, or the form in which the "signal" is delivered – cable network, terrestrial television, or internet applications. As a result, advertisers are able to respond dynamically to changing trends in television content consumption, securing significantly more effective reach to target groups and, in many cases, reaching completely new audiences who do not use linear television or use it very rarely – comments Sergiusz Geller, Video Director at Havas Media Group.

Importantly, the entire reporting process is based on the AGB Nielsen telemetry panel and full monitoring of digital activities, using technologies agreed with the client. The optimization and reporting process is supported by Havas Media Group's proprietary tool. The TV 360° offering covers all of the largest television groups.

What is the TV 360° television service in Havas' offering?

About Havas Media Group

Make a meaningful difference to brands, business and people.

A media agency specializing in creating brand communication strategies based on the Meaningful Brands philosophy. It comprises independent entities – Havas Media, Arena Media, and Fullsix Media, supported by specialized units: Ecselis (a multichannel performance agency delivering brand business goals), DBI (data driven marketing), LuxHub (communication for luxury and premium brands), and Socialyse (social media and content marketing). The group also includes Havas Sports & Entertainment – a unit specializing in building brand engagement in sport and entertainment – as well as the Havas Intelligence research department. Since 2013, the Polish branch of Havas Media Group has been managed by Małgorzata Węgierek.

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Summary

Havas Media Group's new TV 360° service addresses the challenges of fragmented television content consumption, making it possible to reach viewers across different devices within a single campaign. Research shows that as much as 30% of television consumption already takes place outside linear viewing, and campaigns within TV 360° increase reach by an average of more than 14%. Reporting is based on the AGB Nielsen panel and the agency's proprietary tool.

This solution fits the omnichannel trend in media, allowing advertisers to effectively reach target groups, including people who rarely use linear television. In addition, the Havas group includes specialized units such as Ecselis and Socialyse, which strengthens its position in the media market.