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Cross Media Attribution by Havas Digital
 

Cross Media Attribution by Havas Digital

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Havas Digital Insights Piece, published May 2012 ...

Havas Digital Insights Piece, published May 2012

Building bridges across Paid, Owned and Earned Media to optimize media mix efficiencies and effectiveness

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Increased fragmentation of the media space and constant innovation in the digital media space pose a challenge to Marketers who need to understand how to optimally combine communication vehicles to reach their marketing goals.

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    Cross Media Attribution by Havas Digital Cross Media Attribution by Havas Digital Document Transcript

    • Havas Digital InsightCross MediaAttributionBuilding bridges across Paid, Owned and Earned Media to optimize media mix efficiencies and effectiveness May 2012
    • Havas Digital Insight Cross Media AttributionLead Contributors Katrin Ribant EVP, Data Platforms Havas Digital Global katrin.ribant@havasdigital.com Sylvain Le Borgne SVP, Insights & Data Solutions Artemis sylvain.leborgne@havasdigital.com Arnaud Parent Director, Research & Development, PhD Havas Media arnaud.parent@fr.havasmedia.com Doug Watson VP, Data Solutions Artemis doug.watson@havasdigital.com Dejan Duzevik Chief Technology Officer Concentric dejan@concentricroi.com© 2012 Havas Digital 1
    • Havas Digital Insight Cross Media AttributionExecutive summaryIncreased fragmentation of the media space and constant innovation in thedigital media space pose a challenge to Marketers who need to understand howto optimally combine communication vehicles to reach their marketing goals.At the center of this challenge is the individual consumer who is confronted withan extreme number of choices in brands, products, services and media messaging.Today’s consumer behaviors and choices are getting more complex and harder tounderstand. These complexities have rendered some of the traditional tools thatMarketers use for media mix optimization less efficient.Boundaries between traditional and digital media are fading, as are limits betweenPaid, Owned and Earned marketing actions. Silos make less sense than ever. Aholistic approach that considers the overall marketing strategy is needed to helpMarketers achieve their goals efficiently and effectively.Havas Digital is proposing new approaches to help Market-ers understand how different combinations of messaging vehiclescan help them achieve their goals, leveraging synergies betweenchannels using a 100% fact-based, data-driven approach. ArtemisAttribution for Paid, Owned and Earned Media helps Marketersoptimize spend whilst taking into account how different channelsimpact different consumer segments in real-time.Based on simulation methods born in the science of complexity, this new frame-work for attribution management builds on algorithmic digital attribution andhas the capability to integrate results from econometric modeling to help Mar-keters understand how their efforts can help get their message across to the rightpeople at the right time.As we continue developing our toolset, we will publish more results in further Insights documents.In the meantime, we would be delighted to discuss individual business issues and opportunities,whether you are already a Havas Digital client or simply just interested in a more case-specificperspective. Please contact your Havas Digital Account Director, the appropriate Havas Digitalcountry Managing Director or any authors to find out how the emerging opportunities in digitalmarketing can play a key role in your overall marketing plans.© 2012 Havas Digital 2
    • Havas Digital Insight Cross Media AttributionWhy a new approach for performanceattribution?Ad serving, social and web analytics data enable Marketers to have accessto more extended and precise insights on consumer behavior. This wealth ofinformation means that differences between consumer segments are better under-stood today than ever before.These differences are instrumental in designing effective and efficient campaignarchitectures that drive the right message to the right people. Traditional market-ing mix modeling methodologies, like econometrics, are not designed to easilytake these differences into account.Increased complexity of the media space means Marketers need to optimizecampaigns that have multiple objectives and target groups. Moreover, the in-creasing complexity that Marketers have to handle when measuring results ofmulti-channel campaigns and business results means that there is not one answerthat fits a given set of circumstances. Rather, Marketers need the flexibility toexperiment with different scenarios and understand how a change of inputs in-fluences different consumer segments (i.e. running TV and paid search togetherincreases web base sales for product A).In this Insights piece, we look at 3 different client cases involvingthe following:• A CPG advertiser who wants to know if investing in their Facebook presence can help to increase consumer engagement to eventually increase sales.• An ecommerce advertiser using social media, including Twitter as a Customer Relationship Management channel. This Marketer wants to maximize his most profitable customer segment.• A finance advertiser using TV, search and display as well as social to drive on- line applications for insurance subscriptions. This Marketer’s goal is to increase valid online applications.© 2012 Havas Digital 3
    • Havas Digital Insight Cross Media AttributionHow is Havas Digital’sapproach different?We do not believe that there is one answer to any Marketer’s attribution ques-tions. Therefore, we focus on enabling Marketers to experiment with “what if”scenarios allowing them to understand how different mixes of media channels,social connectivity, competitive offering and other contextual influences result indifferent outcomes.Enabling “what if” scenariosTo enable relevant “what if” scenario building, we create an ecosystem whichmirrors a given historical period of time. This is done in 4 steps: step 1 step 2 step 3 step 4 Build multi-dimensional Experiment “what if”Integrate data sets Create ecosystem attribution model scenarios What if? Shift 5% Shift 3% from to display TV to search Phase TV to search Allocate 45% Modify to brand campaign campaigns flights User data E-mail Twitter Facebook TV Social Sites Analytics Search Display Radio© 2012 Havas Digital 4
    • Havas Digital Insight Cross Media AttributionStep 1: Integrate data setsWe gather data relative to the Marketer’s activity. This ranges from digital/offline campaign data to web analytics or social data, as well as data about theMarketer’s competition and product offerings. step 1After a thorough analysis of business needs and available data sources, data isselected and gathered according to how relevant it is to answer the Marketer’squestions. This step is about identifying “useful big data” rather then simplyassembling all available data sets.Step 2: Create ecosystemUsing Agent Based Modeling, a leading-edge, mathematical simulation meth-odology, we create an ecosystem that will reproduce the outputs of the datawe integrated.This ecosystem is based on a series of simulated users (the more the better, asshown in the case studies in this paper, we often work with 1 Billion+ users) thatact as consumers, using media, social buzz and connectivity data to determinetheir purchase behavior. step 2© 2012 Havas Digital 5
    • Havas Digital Insight Cross Media AttributionTo check if the ecosystem gives credible results, we will calibrate it against historicaldata. This means that an ecosystem should reproduce real historical results witha high level of accuracy before we can use it to build the “what if” scenarios. GEEK’S CORNER What is Agent Based Modeling? Agent Based Modeling (ABM) aggregates disparate data to create “agents” (simulated people) that are representative of the real world population. ABMs are used to uncover the causes of complex and often surprising outcomes in systems as diverse as molecules, the Internet, traffic jams and, now, online consumer journeys. Because ABMs are designed to understand individuals, they are suited to help Marketers understand how different user segments behave as a function of marketing campaign exposure. For more on ABMs see: http://en.wikipedia.org/wiki/Agent-based_model Here is an example of what a social network looks like for 2 different clusters of users. The right cluster is clearly the denser of the two. This means that information will propagate a lot faster in this cluster and, for example, influ- ence how awareness of a product offering is increased among users. Social Network with lower density Social Network with higher density Analysis: Awareness of product Analysis: Awareness of product or promotion propagates slower or promotion propagates quicker Recommendation: This customer Recommendation: This customer segment is better activated with media segment is better activated with media that generates high awareness. that generates word of mouth.© 2012 Havas Digital 6
    • Havas Digital Insight Cross Media AttributionStep 3: Build multi-dimensional attribution modelThe system outputs an attribution model according to the role each influenceplays in the consumer’s journey to decision making. This model is fully transpar-ent and can be tweaked and calibrated using the Marketers business knowledgeto connect potential skews. step 3Artemis Attribution for Paid, Owned and Earned Media is fully transparent,evidence-based and data driven. We take all media vehicles into account in atruly cross-channel approach that addresses the complexity and diversity of to-day’s media landscapes and consumer behaviors.Step 4: Experiment with “what if” scenariosThe purpose of creating “what if” scenarios is to answer questions about mediamix optimization. These questions could be: • What is an optimal allocation between online and offline? • What is the right allocation between search and display? • What is the value of having a growing fan base? • Does my connectivity in the social sphere positively influence sales? Shift 3% from TV to search Phase TV to search step 4 Allocate 45% to What if? brand campaigns Shift 5% to display Modify campaign flights© 2012 Havas Digital 7
    • Havas Digital Insight Cross Media AttributionArtemis Attribution for POE Media allows Marketers to create as many ofthese scenarios as they wish to explore and compare effects of differentstrategies on overall sales (or other variables defined as outcomes). Continuousinjection of real-time data informs allocation and re-allocation of spend accordingto real-world results of these decisions. This allows for real-time piloting of mediastrategies adapted to a rapidly changing context. In the following section, we willoutline three use cases showing how we answered some of our client’s questions.CASE 1CPG MarketERImpact of fan base growth on salesThis case study looks at the CPG category. This CPG Marketer runs a loyaltyprogram on Facebook for one of their flagship products. The program focuseson healthy food and lifestyle recommendations and is aimed at creating a moti-vational community fostering better and healthier lifestyle habits.Many Marketers struggle to understand how to properly balance investmentsbetween new users and advocates. Using Artemis Attribution to analyze this CPGMarketer’s Paid, Owned and Earned Media activities, we provided an integratedview of performance and optimized their dual strategies.Marketer’s concerns • Digital budget setting and how to allocate spend between channels, specifically share of spend between video and social. • How to articulate digital campaigns with TV campaigns to: — Maximize synergies with TV spend. — Understand how to use channels to leverage reach on different consumer segments as well as new/loyal customers.KPIsWe selected a variety of online KPIs that are considered as indicators of engage-ment and predictive of the consumer’s purchase behavior such as subscription tothe Marketer’s loyalty program, time spent/frequency of visits on the program’smicro site and coupon downloads.© 2012 Havas Digital 8
    • Havas Digital Insight Cross Media AttributionStrategyThe advertising program runs display, video and search, while promoting theMarketer’s Facebook page and driving people to a reduction coupon on theirwebsite.Channels used: Video Display Search Facebook pages© 2012 Havas Digital 9
    • Havas Digital Insight Cross Media AttributionThe following chart shows how digital spend is concentrated on video and dis-play. Search accounts for 15% of clicks for this marketing program. This media mixhelped the Marketer build a sizeable fan base of over 300,000 fans.Digital Mix: Majority of volume is concentrated on video and display Loyalty program has been Video and display dominate successful on Facebook, the digital mix. Social ads with the help of display, campaign is minimal. video and search ads. Video and display clicks vs search clicksThe following section details our approach to:a) Attribution: Last click versus Artemis Attribution for POE Mediab) Media Mix Scenarios: Shifting budget from video to display orinvest in building fan base?© 2012 Havas Digital 10
    • Havas Digital Insight Cross Media Attributiona) Attribution: Last click versus Artemis Attributionfor POE MediaVideo (the darkest blue bar on the chart below) takes the majority of attributionbased on the last click model. Despite the relative balance of display, video impres-sions and clicks (see pie charts), it seems video has a greater impact than display.Attribution: Last click attribution favors video and does not credit social Artemis POE Attribution Display and the Marketer’s social takes credit away from video presence on Facebook gain credit Last click attribution favors video, does not credit social -22% attribution +12% attribution Fan Base Artemis POE Attribution 10%The re-allocation of credit from video to display makes sense as display usuallyplays a role in earlier stages of the funnel. Display and video have complementaryroles. Video takes over where display appears, diminishing returns and acting as acomplementary channel for TV. This exposes the Marketer’s message to consumersegments that are difficult to reach through traditional TV actions and engages allconsumer segments with a direct link to the Marketer’s loyalty program.Since coupon downloads from Facebook fans cannot be tracked directly, we ranArtemis Attribution for Paid, Owned and Earned Media and determined that10% of conversions could be credited to the advertiser’s fan base.© 2012 Havas Digital 11
    • Havas Digital Insight Cross Media Attributionb) Media mix scenarios: Shifting budget fromvideo to display or invest in building fan base?Based on the re-allocation of conversions credited to display and social by Ar-temis POE Attribution, we explored two scenarios of media spend optimization:• Move 10% of spend from video to dispaly• Invest in building fan baseMove 10% of Spend from video to displayBased on the re-allocation of conversions credited to display and social by ArtemisPOE Attribution, we explored a scenario of media spend optimization and pro-posed a move of 10% of spend from video to display. Shifting 10% of spend to display would result in less coupon downloads Drop in conversions if spend shifts to display Drop in conversion Shift in spend to display causes 8% drop in coupon downloads Conversion trend is constant but volume drops if spend shifts Drop in conversion to display© 2012 Havas Digital 12
    • Havas Digital Insight Cross Media AttributionDespite the fact that more credit was attributed to display by Artemis Attribu-tion for POE Media, this scenario predicts an 8% drop in coupon downloads.The explanation for this drop is that the display channel has reached its level ofdiminishing returns for this Marketer. Additional spend in display will not result inbetter performance. Therefore, we need to explore alternative channels.Invest in building fan baseWe explored what would happen if the Marketer was to increase their fan baseand created two scenarios based on our findings:• Increasing fans by 20%• Increasing fans by 100%For this advertiser, investing in growing their social presence results in an increasein conversions. Since the display channel is saturated and Artemis Attribution forPOE Media credits the Marketer’s social presence for 10% of conversions, we dis-covered that growing their fan base can help them increase conversion volumesin the short term and sales in the long term. Conversions increase with fans Increasing fan base increases conversions Doubling fans increases conversions by 23%The more the fan base increases, the higher the projected growth in conversions. Ifthe Marketer were to double the size of their fan base, conversions would increase by23%. We recommend investing in social ad campaigns and specific social ac-tions that will help grow this Marketer’s Facebook presence. This will fosterengagement in their loyalty program and lead consumers to keep the Marketer’sproduct top of mind, while resulting in higher sales volumes.© 2012 Havas Digital 13
    • Havas Digital Insight Cross Media AttributionCASE 2eCommerce MarketerImpacting sales through social mediaInternet is instrumental to this ecommerce advertiser’s media mix and sales.Although their business model was traditionally bricks and mortar, they success-fully shifted to the web as a distribution channel. Today, about 60% of sales hap-pen on their website. Their products call for a purchase window from a few daysto several weeks and peer reviews are important to consumer’s choice. 60% of sales happen on the Marketer’s website Brick and Mortar Sales 40% Online Sales 60%This Marketer’s goal is to understand: • What digital media mix will result in more customers and more of their most valuable customers? • Can they impact sales through the use of social media?To answer these questions, we analyzed:• 12 months of data • 33 billion events• 100+ campaign • Digital and social media channels• 1 billion user journeys© 2012 Havas Digital 14
    • Havas Digital Insight Cross Media AttributionChannels used: Display Search Price Affiliates E-mail Twitter ComparisonQuestion 1: Optimizing the digital media mixFirst, we looked at channel attribution to answer the Marketer’s question: Whatdigital media mix will result in more customers and more of my most valuablecustomers?a) Channel impactWe determined that credit for sales that were previously accounted to paid searchwas shifting to display. In fact, attribution to display more than doubled. Thisclearly indicates that display is helping customers make their choice at earlierstages than search. Channel attribution shifts credit to display Attribution reallocates 15% credit from search to display We found more evidence of the impact of display at earlier stages of the decision making 15% reallocation to display process by running a channel impact analysis. Last Click attribution by Channel Attributed conversions by Channel Display’s attribution more than 2x© 2012 Havas Digital 15
    • Havas Digital Insight Cross Media AttributionThe left part of the chart below represents the moment of purchase. Both search(lighter blue line) and display (darker blue line) have the greatest impact close tothe moment of purchase, with search being more impactful than display.Display has a greater impact than search 6 to 14 days prior to purchase (the darkerblue line is higher than the lighter blue line from 6 to 14 days prior to purchase). Display has a greater impact than search at early stages of the purchase funnel Impact of display and search up to 14 days before purchase Display and search have maximal impact close to purchase 6 to 14 days prior to purchase, display has a higher impact than search Purchase 1 week before purchase 2 weeks before purchaseb) Customer valueTo determine customer value, we segmented customers into three categoriesaccording to their revenue/purchase ratio.As shown on the pie chart on the following page, about half of the revenue comesfrom Platinum customers (darkest blue), the top 20% most valuable customers.So the 20/80 rule becomes the 20/50 rule for this Marketer.Platinum customers are six times more valuable than Silver customers and threetimes more valuable than an average customer as shown on the bar/line chart on thefollowing page. This means that focusing on attracting an additional Platinum cus-tomer should bring three times more revenue than acquiring an average customer.Therefore, this Marketer’s strategy should focus on analysis of parameters that growthe acquisition and lower the levels of churn of Platinum customers as a priority.© 2012 Havas Digital 16
    • Havas Digital Insight Cross Media Attribution 20% of customers account for 50% of the revenue Platinum customers 6x more valuable then Silver, 3x vs average Platinum customers 6x more valuable than Silver customers Revenue by customer segment Platinum customer account for 50% of revenuec) “What if” scenarios: Optimizing for the most valuable customersIn order to maximize overall sales volume with a focus on maximizing Platinumcustomer acquisition, we analyzed two scenarios for moving spend from search todisplay. First, moving 5% of spend to display and then moving 10% of spendto display.Both scenarios resulted in increased sales. Moving 5% of spend to display is themost efficient scenario, both for overall sales volume increase and for Platinum cli-ents volume increase. Moving 10% of spend to display increases overall sales vol-ume less than moving 5% of spend to display, resulting in acquisition of less valuablecustomers.© 2012 Havas Digital 17
    • Havas Digital Insight Cross Media Attribution Moving 5% of search spend to display brings best results What If Scenarios: impact on customer segments (absolute values) Moving 5% of search spend to display results in increased sales What If Scenarios: impact on customer segments (percentages) Proportion of Platinum customers increases if 5% of spend is moved to displayQuestion 2: Can social media impact sales?First, we looked at channel attribution to answer the Marketer’s question: Whatdigital media mix will result in more customers and more of my most valuablecustomers?© 2012 Havas Digital 18
    • Havas Digital Insight Cross Media Attributiona) Connectivity in the social space influences salesDuring the concerned time period, a news event negatively impacted this Mar-keter’s category. After this event, sales dropped over several weeks. We builtscenarios examining how spend allocation and efforts in social media could havehelped sales grow back to normal quicker. The first chart looks at a projection of sales using the aver- age connectivity of the Marketer’s space. We project what the recovery (dark blue line) would have looked like if the Marketer’s connectivity in the social space was on par with the average for their industry. If the Marketer had aver- age connectivity in the social space, the dip in sales would have been less and the recovery would have been faster. Average social connectivity Sales projection if Marketer had average connectivity in the social space. seasonal peaks are higher recovery is faster In this graph, we compare sales for the same time period as above but have projected a scenario in which the Mar- keter has higher connectivity than the industry average. Not only is the recovery faster but also most seasonal peaks are amplified by the spread of the Marketer’s pro- motion through online word of mouth. High social connectivity Sales projection if Marketer had higher than average connectivity in the social space. higher connectivity helps message spread and increase sales© 2012 Havas Digital 19
    • Havas Digital Insight Cross Media AttributionAs Artemis Attribution maps the effect of Paid Media on Earned and Owned Me-dia, it helps Marketers who are faced with unforeseeable events affecting theirsales. It assists with the design of Paid Media actions that help boost their socialpresence in the recovery phase of such an event.CASE 3FINANCE MARKETERPhasing TV and search to drive subscriptionsIn our third case, we look at a Finance brand whose sales process involves driv-ing people to their website where they can apply for an insurance policy. To drivepeople to apply online, our Finance Marketer uses a mix of digital and offlinechannels including paid search and TV.Channels used by Finance brand: TV SearchAlthough this Marketer’s media mix is far more complex and makes use of multiplechannels, including display, social and radio, we chose to focus on one particularcampaign and narrow down to TV and search only. This has been done in order tobetter assess the Marketer’s questions about digital and offline phasing.TV’s main role for this Marketer is to raise awareness and drive online search forspecific keywords. Search engine marketing is directly aimed at views on the Mar-keter’s website where people consider applying for an insurance policy.Once the prospect posts their insurance policy application online, the lead gen-erated goes through a validation process, resulting in a data passback betweenthe Marketer’s data systems and Artemis. Online Validation Valid insurance application subscription© 2012 Havas Digital 20
    • Havas Digital Insight Cross Media AttributionThe Marketer’s goal is to drive more succesful applications, meaning more appli-cations that actually result in an insurance subscription.KPIsOnline applications validated through passback of completion data from theMarketer’s database.The 2 scenarios we explored involve shifting spend from TV to paid search in orderto increase valid applications:• Shifting 3% of spend to paid search adding $210k to current $567k spend• Shifting 5% of spend to paid search adding $350k to current $567k spendBoth scenarios result in an increase of valid applications.Since shifting 5% of spend results Paid search represents 8% of TV spendin a higher increase in valid applica-tions, we recommend up weight-ing the paid search campaign andreassessing performance duringthe following month.However, shifting spend from TV tosearch in order to improve resultsneeds to be implemented carefully. Moving spend to search increases valid applications Baseline© 2012 Havas Digital 21
    • Havas Digital Insight Cross Media Attribution Search conversion rate is 14% higher when TV is on airPaid search conversion rates are 14% higher on average when a TV campaign isaired. Therefore, we recommend that additional budgets are concentrated on thetime periods where TV is active.Adapting phasing of additional search budgets in real-time according to how theyare impacted by TV actions could help boost this Marketer’s KPIs even further bymaximizing digital and offline synergies. In further stages of optimization, we willbroaden the scope of the analysis to include social and other paid channels.© 2012 Havas Digital 22
    • Havas Digital Insight Cross Media AttributionConclusionIn the light of the ever growing complexity of the digital media landscape, few Mar-keters still believe that there is one perfect answer to their spend allocation challeng-es. If there were to be such a solution, it would have a short lifespan and quickly bedisrupted by a shift in consumer behavior fostered by the digital media revolution.Havas Digital has made certain the continuous development of tools and method-ologies that help Marketers manage and optimize their efforts, in accordance withthe level of complexity of their vertical and consumer segments. We do not believein one size fits all marketing strategies nor relationship management.As we continue developing our toolset, we will publish more results in further In-sights documents. In the meantime, we would be delighted to discuss individualbusiness issues and opportunities with you, whether you are already a Havas Digitalclient or simply just interested in a more case-specific perspective. Please contactyour Havas Digital Account Director, the appropriate Havas Digital country Manag-ing Director or any authors of this Insight to find out how many of the emerging op-portunities in digital marketing can play a key role in your overall marketing goals.© 2012 Havas Digital 23
    • Havas Digital Insight Cross Media AttributionContacts detailsWe encourage you to contact us directly to discuss, in more details, any concerns youmay have regarding this Havas Digital Insight issue. We will be happy to assist you. · katrin.ribant@havasdigital.com · sylvain.leborgne@havasdigital.com · arnaud.parent@fr.havasmedia.com · doug.watson@havasdigital.com · dejan@concentricroi.comOr contact your Havas Digital LOCAL OFFICE:HAVAS DIGITAL ARGENTINAHumberto Primo 101, Capital Federal. C1103ACC, Ciudad Buenos Aires, Argentina phone +54 11 5777 7400fax +54 11 5777 7401 country manager Mariano Filarent EMAIL mariano.filarent@havasdigital.comHAVAS DIGITAL AUSTRALIAsydney Level 16, Town Hall House. 456 Kent Street, Sydney NSW 2000 phone +61 2 8094 7517 fax +61 2 9283 9024melbourne 102 York Street, South Melbourne VIC 3205 phone +61 3 9693 8107 fax +61 3 9690 5706country manager Melissa Roberts email melissa.roberts@au.mediacontacts.comHAVAS DIGITAL belgiumRue Maurice Charlent, 53. 1160 Auderghem, Belgium phone +32 2 349 1560 fax +32 2 349 1570country manager Julie Tinant email julie.tinant@be.havasdigital.comHAVAS DIGITAL BRAZILRua Luigi Galvani 42, 11º Andar. Conj. 115. Brooklin 04575-020. São Paulo, Brazil phone +55 11 2889 5650fax +55 11 5506 4753 country manager André Zimmermann email andre.zimmermann@havasdigital.comHAVAS DIGITAL canada473 Adelaide Street West, Suite 300, Toronto. Ontario, M5V1T1 phone +1 416 480 7962 fax +1 416 480 6666country manager Chris Williams email chris.williams@ca.mediacontacts.comHAVAS DIGITAL CHILEAlmirante Pastene 333, Floor 7 Of. 701 - 7500506 - Providencia, Santiago, Chile phone +56 714 8000fax +56 9 865 3083 country manager Gonzalo Parra email gonzalo.parra@havasdigital.comHAVAS DIGITAL CHINAshanghai Room 8011-8012, 8/F, Novel Building No. 887, Huaihai Zhong Road. Shanghai, China, 200020phone +86 21 6093 2118 fax +86 21 6093 2123 beijing Room 2001, 20/F, Tower B, Global Trade Center No.36,Dong San Huan Road, Dongcheng District. Beijing, China, 100013 phone +86 10 5923 2737 fax +86 10 5825 6173country manager Leon Lu email leon.lu@cn.mediacontacts.comHAVAS DIGITAL COLOMBIACarrera 7, No. 71-21, Torre A, Piso 12. Edificio Avenida Chile. Bogotá, D.C. Colombia phone +57 1 317 3010fax +57 1 317 3010 country manager Sandra Quintero email sandra.quintero@havasdigital.com© 2012 Havas Digital 24
    • Havas Digital Insight Cross Media AttributionHAVAS DIGITAL DENMARKJagtvej 169B, DK 2100. Copenhagen O Denmark phone +45 7733 4300 fax +45 7733 4433country manager Soren Bronee email soren.bronee@mediacontacts.comHAVAS DIGITAL ESTONIAMaakri 19/21. 10145, Tallinn. Estonia phone +372 669 1000 fax +372 669 1001country manager Kaarel Oja email kareel.oja@ee.mediacontacts.comHAVAS DIGITAL FINLANDAntinkatu 1. 00100, Helsinki. Finland phone +358 4 0746 1441 fax +358 207 299 220country manager Ismo Tenkanen email ismo.tenkanen@mediacontacts.comHAVAS DIGITAL FRANCE2 Bis Rue Godefroy - 92817 Puteaux, France phone +33 1 46 93 33 33 fax +33 1 46 93 35 37country manager Pascal Dasseux email pascal.dasseux@havasdigital.comHAVAS DIGITAL GERMANYHedderichstrasse 49. 60594 Frankfurt, Germany phone +49 69 603 292 404 fax +49 69 603 292 470country manager Joerg Manthey email joerg.manthey@de.mediacontacts.comHAVAS DIGITAL HONG KONG32 Floor, Chinachem Building. Exchange Square, 338 Kings Rd, Northpoint. Hong Kong, China phone +852 2590 1814fax +852 2516 5411 country manager Jason Kwong email jason.kwong@hk.mediacontacts.comHAVAS DIGITAL HUNGARY1117 Budapest, Alíz u.1 (hrsz.3990/5) Office Garden Building, 5th Floor (Szerémi; u-Hengermalom u.corner) Hungaryphone +36 1 799 1800 fax +36 1 799 1821 country manager Tamás Földesi email tamas.foldesi@havasdigital.comHAVAS DIGITAL INDIAmumbai Brady Glady’s Plaza, Unit 1, 2nd Floor. Senapati Bapat Marg, Lower Parel, Mumbai - 400 013 Indiaphone +91 22 300 364 00/33hyderabad 6-3-899/I, Second Floor, R.V.’s Kamala Castle. Somajiguda, Hyderabad - 500 082 Indiaphone +91 124 468 4400 fax +91 124 468 4499gurgaon 5th Floor, Tower A, Building 9. Dlf Cyber City, Phase III. Gurgaon - 122 002 Indiaphone +91 11 39844400/11 fax +91 222 4915766country manager Eduardo Mapa email eduardo.mapa@ph.mediacontacts.comHAVAS DIGITAL italyVia San Vito, 7. 20123 Milano, Italy phone +39 02 6744 3201 fax +39 02 6744 3222country manager Cosimo Ferrara email cosimo.ferrara@it.havasdigital.comHAVAS DIGITAL latviaKr. Barona Street 36-9. LV 1011 Riga, Latvia phone +371 67 504 595 fax +371 6728 5666country manager Kaspars Ulsts email kaspars.ulsts@mediacontacts.lvHAVAS DIGITAL LITHUANIASavanoriu Ave 1. 03116 Vilnius, Lithuania phone +370 5 213 23 54 fax +370 5 213 11 25country manager Donatas Tamelis email d.tamelis@mediacontacts.ltHAVAS DIGITAL malaysia3A-22 & 3A-22A, Janlan Pju 8/3. Perdana Business Centre, Damansara Perdana. 47820 Petaling Jaya,Selangor Darul Ehsan, Malaysia phone +603 7728 4134 fax +603 7728 5067country manager Rajeev Balasubrahmanyam email rajeev.bala@sg.mediacontacts.com© 2012 Havas Digital 25
    • Havas Digital Insight Cross Media AttributionHAVAS DIGITAL mexicoProlongación Paseo de la Reforma 1015, Torre A, Piso 24. Col. Desarrollo Santa Fé. 01376 México DFphone +52 55 9177 6081 fax +52 55 9177 6005country manager Arnaldo Hernández email arnaldo.hernandez@havasdigital.comHAVAS DIGITAL NETHERLANDSBurg. A. Colijnweg 2. 1182 AL Amstelveen, Netherlands phone +31 20 54 50 580 fax +31 20 54 50 581country manager Freek de Steenwinkel email freek.de.steenwinkel@nl.mediacontacts.comHAVAS DIGITAL peruAv. Victor Andrés Belaunde 147, Torre Real Uno, Oficina 902. Centro Empresarial San Isidro, Lima - Perúphone +511 611 8800 fax +511 611 8803 country manager Gonzalo Parra email gonzalo.parra@havasdigital.comHAVAS DIGITAL PHILIPPINESUnit 2104-A East Tower, Philippine Stock Exchange Center, Exchange Road, Ortigas Center, Pasig City. Philippinesphone +632 689 8012 fax +632 910 6420 country manager Eduardo Mapa email eduardo.mapa@ph.mediacontacts.comHAVAS DIGITAL PolandMarynarska 15 str, 02-674 Warszaw, Poland phone +48 22 843 66 60 fax +48 22 843 66 61country manager Robert Bernaciak email robert.bernaciak@mediacontacts.comHAVAS DIGITAL PortugalAvenida Duque de Ávila, 46 - 5ºAv. 1050-083 Lisboa, Portugal phone +351 21 791 3388 fax + 351 21 791 3340country manager Nuno Antunes email nuno.antunes@havasdigital.comHAVAS DIGITAL singapore137 Amoy Street, #02-02 Far East Square, Singapore 0499065 phone +65 6645 4700 fax +65 6645 4701country manager Gautam Dutt email gautam.dutt@sg.mediacontacts.comHAVAS DIGITAL spainmadrid Avda. General Perón, 38, 14ª. 28020 Madrid, Spain phone +34 91 456 90 50 fax +34 91 770 15 86barcelona Dr. Fleming, 17. 08017 Barcelona, Spain phone +34 93 205 87 71 fax +34 93 414 72 13valencia C/ Roger de Lauria, 19-4c. 46002 Valencia, Spain phone +34 96 353 08 74 fax +34 96 351 15 69country manager Javier Navarro email javier.navarro@havasdigital.comHAVAS DIGITAL thailandJasmine City Building, 19th Fl. 2 Sukhumvit 23, Klongtoey Nua, Wattana, Bangkok 10110, Thailand phone +66 2 259 9030fax +66 2 259 9499 country manager Rajeev Balasubrahmanyam email rajeev.bala@sg.mediacontacts.comHAVAS DIGITAL uaeChoueiri Building , 2nd Floor. Al Sufouh 2 Street – Dubai Knowledge Village P.O.Box 21448, Dubai – UAEphone +971 4455 6700 fax +971 4391 8001 country manager Piero Poli email piero.poli@havasdigitalme.comHAVAS DIGITAL uk60 St Martins Lane, WC2N 4JS London, UK phone +44 (0) 20 7393 9000 fax +44 (0) 20 7393 2525country manager Paul Frampton email paul.frampton@uk.mediacontacts.comHAVAS DIGITAL USAboston 101 Huntington Avenue, 16th Fl. Boston MA 02199 USA phone +1 617 425 4100 fax +1 617 425 4101new york 195 Broadway, 12th. New York, NY 10007 phone +1 646 587 5000 fax +1 646 587 5005chicago 36 East Grand, 5th Floor. Chicago, IL 60611 phone +1 312 640 4700 fax +1 312 337 3898manager (Boston, New York, Chicago) Andrew Altersohn email andrew.altersohn@havasdigital.commiami 5301 Blue Lagoon Drive, Suite 850, Miami, FL 33126 phone +1 305 377 1907 fax +1 305 377 1906manager (Miami) Fernando Monedero email fernando.monedero@havasdigital.com© 2012 Havas Digital 26
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