Havas Australia Launches New OOH Agency Down Under

Havas Australia Launches New OOH Agency Down Under
SHARE
THIS



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.

Please login with linkedin to comment

Adcity Havas Australia

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.