Havas Media Network vs WPP Media

Havas Media Network Celebrates MMG Awards Success with Five Wins and Seven Highly Commended Honours

Havas Media Network announced it won five awards and received seven highly commended honours at the MMG Awards 2026. Additionally, the company celebrated a landmark year with F.Y.Eye, delivering record-breaking impact for six New York City nonprofits.

Outcome-Based Planning: How Much Reach Does Video Need?

Die Planung von Videowerbung sollte laut Expert:innen zunehmend vom gewünschten Geschäftsergebnis her gedacht werden, statt klassisch mit Zielgruppe, Budget und Reichweite zu starten. Vertreter:innen von DSGV, Hearts United, DAZN und WPP Media diskutierten im Vorfeld der ADZINE CONNECT VIDEO, dass Reichweite zwar eine Grundlage bleibt, aber ihr Wert vom Ziel abhängt. Kleinere, präzise Zielgruppen können wertvoller sein, wenn sie besser konvertieren. Kurzfristige Signale wie Suchverhalten oder Commerce-Signale sollten mit langfristiger Markenwirkung gemeinsam betrachtet werden, warnte WPP-Expertin Nicole Ferguson. Für den Wirkungsnachweis empfehlen sich Kombinationen aus Markenmessung, Kontrollgruppen und ökonometrischen Modellen. Standardisierte, kanalübergreifende Messverfahren (OWM) sind notwendig, ersetzen aber keinen Nachweis der Geschäftswirkung.

• Clara Diehl (Hearts United) und Daniel Draenkow (DSGV) fordern eine Umkehr der Mediaplanung: erst Geschäftsziel, dann Reichweite.
• Patrick Kettenbach (DAZN) sieht zwei Sättigungseffekte bei Reichweite und Frequenz.
• Nicole Ferguson (WPP Media) betont, dass Reichweite allein keine Differenzierung schafft und Inkrementelle Wirkung der Beweis ist.

Meta Launches TV-Style Ad Reservations 'Super Burst'

Meta announced the launch of Ads Super Burst, a new feature for advertisers on Facebook and Instagram that enables them to lock in a specific time window (3 to 24 hours) on a single day to guarantee reach, similar to TV upfront buying. Advertisers agree on price and approximate reach upfront, with Meta committing to deliver reach within 5% of forecast. In the U.S., brands can reserve category exclusivity on select tentpole dates. The tool is now generally available. Meta also teased two related products: First Impression Ads (early alpha) that let brands buy the first ad seen on Facebook, and Aggregated View Time, a new video metric tracking weekly accumulated brand attention. Meta's VP Simon Whitcombe emphasizes that Super Burst complements always-on campaigns.

• Meta launched Ads Super Burst, allowing advertisers to reserve ad slots for 3-24 hours on a single day across Facebook and Instagram.
• Advertisers can purchase guaranteed reach within 5% of forecast, with prices varying by date.
• In the US, brands can secure category exclusivity on select tentpole dates.

Holiday Value is More Than Price, Say Industry Leaders

In an ADWEEK House group chat co-hosted with Fetch, industry leaders discussed how consumers are becoming more selective in their holiday spending, weighing price, quality, convenience, rewards, and brand experience. Jacqueline Willemsen of Fetch noted that discounts alone don't earn attention; brands must create relationships. Jessica Brown of WPP Media highlighted decision fatigue as a hurdle, emphasizing the need for easy decisions. Alex Stone of Horizon Media pointed out that consumers want to 'win' with every purchase, factoring in rewards. The panel also debated metrics: Amie Owen of Flywheel cautioned against over-reliance on ROAS, while Lauren Newman of Button stressed lifetime value over incrementality. The consensus: holiday campaigns should focus on building lasting customer relationships beyond the season.

• Fetch's data shows consumers are spending more but changing what they buy to get better value.
• WPP Media's Jessica Brown says brands must make it easy for consumers to decide, citing decision fatigue.
• Horizon Media's Alex Stone says consumers try to 'win with every purchase,' considering rewards.