Yesterday i.Predictus, the demand-side television analytics platform, announced a trial relationship with Havas Edge, the largest vertically integrated full-service direct response agency in the world. The trial will last for three month, over which time Havas Edge, which is part of the Havas Worldwide Network, will be receiving additional “Insight and decisioning recommendations” on their long-form media assets before they air. The platform is a predictive tool, which will add a significant amount of power to the existing suite of multi-media tools used by Havas Edge, such as their VantEdge Point internal media management platform, which will be used alongside i.Predictus. Together, they will be able provide client-specific media buying recommendations. Integration of the i.Predictus platform with several existing Havas clients will commence over the next 90 days, with Havas measuring and quantifying the improvements the platform brings to those client's campaigns, if any.
i.Predictus Demo Video
Steve Netzley, CEO of Havas Edge, is confident that in i.Predictus, the have found a valuable and capable partner. He said "As an established and forward-thinking innovator in the direct response television advertising space, Havas Edge is constantly seeking out new tools to improve media performance and increase ROI” for their clients. He's optimistic that the trial will prove effective, and said that during the platforms integration with VantEdge Point he fully expects “To see an improvement in both the accuracy of media decisions and an improvement in reaction time” within their long-form media buying group.
i.Predictus: Fast Matters. Accountability Matters. ROI Matters. Data Excellence Matters.
Monica Smith, CEO for i.Predictus, seems to believe the initial 90 days will lead into a continuing fruitful relationship with Havas. She said that they specialise in “Efficiency and accelerated success through accurate data visibility,” and that they “Love bringing that success to clients and their businesses on a consistent and continuous basis.” She is “Thrilled to move forward with Havas Edge and help achieve their specific goals over the next 90 days and beyond,” and believes the results generated throughout the trial will be a validation of the platform's ability “to minimise revenue leakage through the power of accurate, consolidated and contextual data as the new currency of today and tomorrow.”
i.Predictus Platform
According to the company website, i.Predictus uses a unique, patent-pending algorithm, which recommends where a clients next spend should be made and which television ad spots should be bought in order to improve media ROI. They claim their platform “Outperforms current and historical media schedules with a high degree of accuracy and consistency.” Havas Edge, meanwhile, helps clients to build their businesses and brands by using predictive analytics and proprietary data analysis to help their clients “Succeed in generating direct response revenues in a multi-channel world.” The reasoning behind the partnership, is that by working together, the two companies should be able to pool their resources and create one the most powerful analytical platforms in media.
i.Predictus: The Thinker
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK.
