SOURCE: MediaSix Degrees

MediaSix Degrees

February 26, 2009 09:20 ET

Havas Digital Partners With Media6Degrees for Further Development of Virtual Brand Networks

NEW YORK, NY--(Marketwire - February 26, 2009) - Havas Digital, one of Madison Avenue's biggest digital marketing services organizations, today announced that it has entered into a multi-level strategic partnership with Media6° (www.media6degrees.com), the advertising company that maps the global social graph to provide major brand marketers with scalable customized audiences.

Media6° uniquely has demonstrated that a consumer who is connected to any firm's existing customer (a "network neighbor") responds to advertising from the firm at rates 2X - 30X higher than consumers targeted using traditional demo or geo targeting techniques. Under the agreement, Havas Digital agencies will become early adopters of Media6 Degrees' social graph targeting capabilities in order to integrate consumer insights with hyper-targeting and provide increased value for their advertisers.

In addition to promoting the adoption of the Media6° platform, the partnership will develop advertising solutions to leverage the value of "social graph" data. This collaboration will further Havas Digital's development of its Virtual Brand Network for Advertisers. The Virtual Brand Network aggregates digital media inventory that meets the needs of a specific brand. It will also manage this inventory as a brand focused advertising network, buying and selling it in the marketplace to maximize the ROI of the brand.

Media6° technology uses no consumer or publisher data to map the social graph or deliver its targeting solution. The firm is a signatory to the Network Advertising Initiative (NAI) guidelines on the appropriate use of data in online advertising.

"The partnership with Havas Digital is a pleasing validation of the value Media6° can bring to advertisers," says Joe Doran, former General Manager of Microsoft's AdCenter, and Media6°'s Founding CEO. "In a recent test, for every $1 spent with Media6°, an internationally recognized travel brand recorded $48 of transactional revenue. Media6°'s display media campaigns have outperformed even search by a factor of two to one."

"There have been many attempts to leverage the power of social media, but Media6° has developed an innovative and highly effective way to build responsive audiences at great scale. With Media6° we can enable our clients target against a new metric -- relationships -- and the powerful tendency for people who know each other to purchase similar products and service," says Edward Montes, Managing Director of Havas Digital North America. "This partnership demonstrates Havas Digital's ongoing strategy of investing in data driven advertising solutions that integrate client, publisher and agency data to attain a more robust view of value creation."

Havas Digital (www.HavasDigital.com) is an umbrella holding company that manages all Havas Media's interactive companies: Media Contacts, global interactive media network; Lattitud and iGlue, sister's interactive media networks; Mobext, mobile advertising network; Uncommon, direct marketing specialist in Spain, and One-to-One, specialized CRM solution in Portugal.

Havas Digital brands provide data driven marketing solutions across all interactive channels: digital, direct response, relationship-based media. Havas Digital's companies work and complement each other bringing together professional expertise, proven strategic insight, and Artemis®, an advanced proprietary data platform and optimization engine, which allows the group agencies to maximize impact for the advertiser interactive media investment.

Havas Digital's brands currently operate from 38 cities in 29 different countries across Europe, North America, South America, Asia, and Oceania, serving over 400 clients, including the market leaders in many industries such as Air France, Danone, Diageo, Expedia, Fidelity, France Telecom, ING Direct, Nike, Peugeot/Citröen, Repsol, Reckitt Benckiser, Sears, and Vodafone, amongst others.

Havas Media is the global media network of Havas, servicing its clients through a portfolio of specialist global networks and agencies: MPG, the global media network; Arena, the network for tailor-made communication services; Havas Sports, the global sports communication network; B6 Integrated Entertainment, the branded entertainment network; and Havas Digital. Havas Media represents one of the world's fastest growing media networks, its agencies have grown from 10 Markets in 1999 to 102 markets in 2008.

Media6° (media6degrees.com) provides major brand marketers scalable, bespoke audiences using the power of social graph data. The company is backed by $9M in funding from U.S. Venture Partners, Contour Venture Partners, Coriolis Ventures and several prominent angel investors.

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