Havas is launching a new global out of home and geolocation network, Adcity. Adcity has been running for two years in France and will now include operations across 35 offices with 300 local experts across Europe, Asia, North America and Latin America. The global rollout will see new offices opening in Europe, US and Asia. Adcity will work with other Havas companies including Socialyse (urban communities), Mobext (cross mobile activation) and Ecselis (performance marketing).
Havas Media France MD Matthieu Habra (left) will lead the the new network. Prior to joining Havas Habra held senior roles as Aegis-owned OOH specialist Posterscope and Posterconseil-owned digital OOH operator Screenbase, both in France.
Habra says: “With its vision of audience planning, Adcity offers clients a data-driven approach thanks to its exclusive, proprietary technology platform Adcity Solutions, now deployed internationally. Adcity Solution integrates consumer socio-demographic, behavioral, mobility and media data to more efficiently accompany clients through a perfect understanding of their business challenges and their consumers at their most granular geographic level in each country.
“The exponential increase in the digitalization of media, the arrival of new technologies, and real-time data have profoundly transformed the way we approach OOH and local communications. Adcity will further enhance its worldwide data approach, most notably with the inclusion of mobile data.”