Rentrak, a company that measures movies and TV everywhere, has announced a multi-year TV Essentials and Station View Essentials contract with Havas Edge, the agency that is part of the Havas Worldwide Network.
With Rentrak, Havas Edge will receive television-viewing information from more than 20 million TVs in over eight million households to garner deeper insights into consumer viewing preferences and motivations. Havas Edge will utilise the stability of Rentrak’s TV ratings currency to produce superior results for its clients in the US. Edge will link its vast repository of proprietary data with Rentrak’s consumer information to provide targeting precision and generate sales results for its direct response advertiser clients.
“We see our relationship with Rentrak as a game-changer in our commitment to develop the most accurate web attribution modeling in direct response,” said Steve Netzley, Chief Executive Officer of Havas Edge. “Havas Edge serves a wide range of clients, most of whom have the majority of their consumer response engagement occurring on the web, making it imperative to have the most accurate information available. In our opinion, Rentrak provides the best and most accurate ‘behavioural’ view of television viewers, enabling Edge to eliminate the margin of error factor in our response attribution modelling that we develop for our clients.”