Havas Media Group and Teads Launch Project Trinity to Create More Meaningful User Experiences

Havas Media Group and Teads have announced the beginning of their new joint collaboration, coined ‘Project Trinity’, which will focus on the fine balance between user experience, publisher monetisation, and advertiser results. Kicking off with an in-depth analysis into which factors have the greatest effect upon user engagement with editorial and attention dedicated to advertising, the partnership will look to create actionable insights to ensure the long-term sustainability for the open web.

Havas has long advocated that more meaningful media can build more meaningful brands through better media experience. This new partnership looks to extend this principle by harnessing Teads’ global reach and direct integrations with the world’s best publishers. The partnership’s core objective is to identify key engagement levers that yield optimal results for advertisers and positive experiences for consumers. By developing a greater understanding of the value of attention of today’s consumers, the long-term project aims to help publishers create a better user experience. This approach monetises premium editorial content while increasing media effectiveness for advertisers, creating a more sustainable online ecosystem.

The initial research will aim to quantify the benefit of a user-centric approach for publishers and advertisers. It will demonstrate the potential to create a virtuous circle for digital advertising, starting with great user engagement with content. Based on research results, Teads and Havas will create actionable insights for publishers on how to boost attention without disrupting the media experience, as well as practical advice for advertisers who are seeking to buy attention to deliver greater marketing effectiveness.

Havas’ and Teads’ initial research will look at more than 15 factors, including publisher layout and context, ad formats and saturation, and readership demographics. This study will gather data from across several of the top 200 media properties in the US and UK, combining device events with eye tracking technology, across mobile and desktop.

To realize its full ambition, the partnership will look beyond the initial study to additional research, campaign testing, A/B testing, and client workshops to further the idea of Meaningful Media and continue to drive a sustainable media ecosystem.

“To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement. We believe this ability will help us improve the connection between brands, consumers, and media partners,” said James Gyngell, Global Managing Director of Investments at Havas Media Group. “We look forward to undertaking this large-scale attention study with our partners at Teads.”

“Respectful user experiences are a key pillar in our approach to Responsible Advertising and have proven highly effective in driving advertiser results,” said Caroline Hugonenc, Global VP Insights, Teads. “With Project Trinity, we want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it. We strongly believe that there is an opportunity to create better alignment between readers, publishers, and advertisers and are excited to work alongside Havas on this mission.”

Project Trinity will launch in June 2021.