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.
B&T’s sister publication Travel Weekly will be hosting its annual Travel Daze conference in Sydney on June the 9th and better still you’re invited and, even more fantastically, tickets are free! Yep, zilch, zero, nix! The full-day event will be staged at Paddington’s Chauvel Cinema in inner-Sydney and boasts an incredible and eclectic speaker line-up […]
On election day, instant grocery company VOLY, took to Sydney electorates to call out the wild and confusing things that make up our election process. The campaign featured a combination of walking billboards, social media and surprise ‘Democracy sausage’ deliveries to polling booths across Sydney. VOLY was able to cut through the noise and position […]
Plummeting prices of cryptocurrencies, hacking and stealing of overpriced non-fungible tokens, an uncontrollable market that seems to operate on the moods of those who run it… All these are elements which are making marketers pull the breaks on their plans to invest within the world of digital real estate. But is all this coming to […]
In this guest post, Stu Wragg (main photo), chief strategy officer at Herd MSL, says your best work so often happens when you’re well out of your comfort zone… There’s a lot to be said for feeling comfortable but when it comes to professional development, it’s uncomfortable experiences, not comfortable ones, that matter most. For […]
Introducing youtime.com – a considered curation of content, products and services all designed to help enhance your ‘you time’. Unlike anything else in the Australian market, youtime is set to lead the way in a new-age breed of digital destinations; where editorial leads eCommerce, retail becomes a service, shopping meets experience, and everything is grounded […]
SBS has today launched SBS WorldWatch, an all-new free-to-air multilingual news channel. The dedicated 24-hour channel features news bulletins from leading international broadcasters in more than 35 languages and is home to SBS’s Arabic and Mandarin television news bulletins – SBS عربي News and SBS 中文 News. The launch of the channel builds on SBS’ […]
Xandr today announced three key senior appointments to the team, the first under new ANZ managing director, Nicole Prior, as the company eyes expansion. Mark Serhan is appointed to the newly created role of commercial director, Philip Coetzee becomes associate director – product management, and Archana Ganesh becomes associate director – APAC product support lead. […]
The Australian Fashion Council (AFC) – the peak body for the Australian fashion and textile industry – has launched Australian Fashion Trademark. The Australian Fashion™ and ‘Fashion Evolution: From Farm to Industry’ launched at Afterpay Australian Fashion Week. Over the next 10 years, the industry has the potential to deliver an additional $10.8 billion in […]
According to reports, the SpaceX and Tesla owner, Elon Musk, asked a flight attendant for an “erotic massage” then proceeded to touch her inappropriately without her permission. He then gave her over $350,000 to keep her from talking about it. The report, which originally came from the Insider, cites a close friend of the flight […]