Havas Australia has announced the launch of a new agency unit that specialises in out-of-home (OOH) and local media communication strategies.
Based on behavioural data, proprietary software and geo-located mobile technology, Adcity is designed to change the rules of how OOH can now be bought and planned by enabling clients to target individual consumers with more accurate and effective OOH advertising.
Having already launched in Europe, Asia and Latin America, Adcity’s mission is to create targeted and integrated cross-channel solutions through a powerful mix of digital OOH inventory and data-driven behavioural planning.
Havas claims OOH will now be more measurable than ever before and have the ability to fully integrate with other digital channels with greater efficiency and automation.
This is thanks to a proprietary Havas Group data tool called Adcity Solutions, which enables Adcity to buy, trade and optimise relevant OOH locations and creative in real time by integrating consumer socio-demographic, behavioural, mobility and media data to more efficiently accompany clients through their communications strategy at the most granular and geographic level.
Adcity is the first communications agency using this type of technology for OOH in Australia.
The agency will also enable clients to have a better share of Havas talent and resources, as well as create cross-channel learning and development opportunities for internal Havas teams.
James Zipeure, chief operating officer at Havas Media Group Australia, said: “The main objective of Adcity is to further connect people with brands during every phase of the consumer journey by creating engagement across all the channels of OOH and geo-localised communications through innovative solutions, cross-media activities and programmatic.
“The exponential increase in the digitalisation of media, arrival of new technologies and real-time data have profoundly transformed the way we approach OOH and local communications, most notably with the inclusion of mobile data.”
Matthieu Habra, head of global network at Adcity, said: “Our newest Adcity office in Australia further increases our reach across the globe, enhancing our offer in Asia Pacific.
“More than ever before, we can truly connect customers and brands across everyday life by providing clients with a data-driven, audience planning approach to lead local or worldwide OOH strategies.”
Adcity further strengthens Havas Group’s offering in Australia and New Zealand, following the recent acquisition of Mr Smith in Auckland and the incorporation of BD Group into the Havas Village proposition in Australia.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.