Havas Launches Adcity Across Europe, Asia, North America and Latin America, Matthieu Habra, Out-of-Home Media Veteran to Lead Network
PARIS — Havas is expanding Adcity, an out-of-home (OOH) and location-based, cross-media communications platform worldwide. Adcity was first launched in December 2014 in France, where it currently has more than 100 employees across 6 local offices. Adcity will now expand operations across 35 offices via 300 local experts across Europe, Asia, North America and Latin America.
The global rollout will see additional offices opening in Europe, US and Asia. The new network will collaborate with other Havas Group companies to provide fully integrated solutions for clients, including Socialyse (urban communities), Mobext (cross mobile activation) and Ecselis (performance marketing).
Adcity’s audience-driven network is focused on connecting brands and consumers across everyday life touchpoints that include out-of-home and other location-based media. According to Havas, the agency is the first data-driven, cross-channel, geo-local expert that applies true consumer understanding to data activation, media convergence, and new technologies and interactions with clients. The agency will deliver innovative solutions for brands, including cross media and programmatic, to drive both impact and engagement with on-the-go consumers.
Matthieu Habra, a seasoned outdoor media and creative specialist, will leads the new global network. Previous to his success at Havas, Matthieu led Posterscope, the OOH entity of Aegis Media France, and then Screenbase, the Digital OOH structure at Posterconseil group, before joining Havas as Co-Président of Havas 360, then Managing Director of Havas Media France. Matthieu reports into the global senior management team at Havas, and will be responsible for strategy, innovation and network deployment.
“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,” said Matthieu Habra, Managing Director, Adcity. “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.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media