News UK study demonstrates how exposure to advertising provokes conversation

Havas Media’s fight on fraud

Havas Media has this week sought to address ongoing concerns about online advertising fraud and the rise of sophisticated “bots” heavily skewing digital campaigns with a new data initiative. The group’s first Meta Quality Barometer promises to provide “continuously updated data across global, pluri-media campaigns”. The data will be made available to all tech partners, media publishers and clients to help optimise investments. Havas Media’s global managing director, Dominique Delport, said: “We need to bring trust and clarity back for our clients.”

Outdoor winning the day

Out-of-home’s momentum continued last week when it was voted by Media360 delegates as marketers’ 2015 medium of choice after a pitch by JCDecaux’s managing director, sales, Spencer Berwin. The scale and footfall delivered by outdoor posters, combined with the innovation and speed introduced by digital, is proving to be an attractive sell. Berwin noted: “Outdoor is so smart that it reaches 98 per cent of the UK population every week.”

Source: Advertising news & jobs

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