Challenge: Making Informed Decisions Fast in a Data File Deluge 

As a leading performance marketing agency, Havas Edge specializes in predictive analytics and proprietary data analysis to maximize each client’s ad investment. In the short-form TV space, this means making highly informed decisions about where to spend each client’s next available TV dollar, across hundreds of stations, often in “last-minute” markets such as scatter buys. And to make these fast decisions, Havas Edge needs constant up-to-date actionable data about its advertisers’ campaigns on all stations and markets. 

Unfortunately, disparities in the ways that stations shared their airing log data created enormous hurdles to getting the right information quickly. Even within the same network umbrella, stations delivered airing logs in widely different formats, each which could have its own naming conventions for the same advertiser. To make relevant apples-to-apples comparisons, Havas needed to have all log data for each of its hundreds of advertisers, across hundreds of stations delivering tens of thousands of airings records weekly. 

 Solution: CLIR Logs from PremiumMedia360 

In 2015, Havas Edge collaborated with PremiumMedia360 to address these standardization issues—with powerful results. “Rapid airing data aggregation has historically been one of our biggest challenges,” explains Walker Burl, Director, Short Form Media Operations at Havas Edge. “Today, it’s one of the biggest issues that PremiumMedia360 has helped us solve.” 

With the support of PM360, Havas Edge’s in-house platform is now able to reduce the timeline to insights and allow Havas Edge resources to focus on more meaningful work. Havas Edge uses CLIR Logs from PremiumMedia360 to automatically gather and standardize airing log files from hundreds of TV network partners, and to populate the data automatically within Havas Edge’s media system. Instead of spending many hours to gather and transform disparate station log data, the Havas Edge teams now find the data automatically processed by PM360, waiting within the Havas Edge system and ready to use. 

The shift to PremiumMedia360 has allowed Havas Edge to push the allocation decision process forward a full two- to two-and-a-half days ahead of the prior cadence. And that improved time to insights has allowed Havas Edge to optimize its advertisers’ TV dollars allocation sooner each week. 

In short: airing log standardization powered by PremiumMedia360 has helped Havas Edge lean in to its data-driven DNA—empowering the agency to make faster decisions on the insights which require accurate airing log data.