Havas Media Group bumps up its commitment to attention metrics

Havas Media Group announced it entered into a global partnership with attention firm Lumen Research to create a raft of tools that enable planning, buying and media optimisation around attention metrics. The holding company plans to use Lumen’s data set to try to deliver engagement levels of between three and 10 times effectiveness, but then grow its own proprietary database around attention across all its media agency outposts. Jon Waite, Havas Media Group’s global head of activation, who joined from Dentsu, had spearheaded considerable research into attention during his time at Dentsu, working with numerous attention players in the space.