Havas Edge

News Summary:

On August 7, 2026, Havas Edge identified key metrics for measuring Linear TV advertising ROI, highlighting the importance of metrics that connect media investment directly to business outcomes, including response volume, cost per response, cost per acquisition, revenue, website visits, calls, and lead volume. Previously, on August 6, the company released "The Ultimate Guide to Measuring the Impact of Linear TV Advertising," which defines Linear TV ROI as the return or business value generated from advertising investment measured against the cost of the media. On July 22, 2026, Havas Edge offered insights on building a measurement framework for TV and streaming TV advertising, emphasizing that such a framework should start with business goals, define primary and secondary KPIs, select appropriate methods, establish benchmarks, and link media performance to business outcomes over time. Also on July 22, Havas Edge detailed how TV, streaming TV, search, and social media integrate, noting that TV and streaming TV create awareness and demand, search captures active intent, and social reinforces messaging and supports retargeting. Earlier that day, the company discussed the measurement of TV advertising in comparison to digital, stating that while TV can be measured against similar business outcomes, it requires a distinct evaluation approach from paid search, social, or display advertising.