Havas Australia has launched a new out-of-home (OOH) offering adding a new capability to its full-service Village model.
'Adcity' specialises in OOH and local communications strategies, using behavioural data, propriety software and geo-located mobile technology, allowing advertisers to target individual consumers.
Already launched in Havas' European, Asian and American offices, Adcity echoes a larger push in adland for data driven – or programmatic – OOH offerings.
Globally, the Havas Group has been on the acquisition trail, with a joint venture being announced out of China, and closer to home - the agency snapped up New Zealand creative shop Mr Smith and a shopper marketing agency.
The marriage of digital and outdoor advertising has provided advertisers with a level of audience measurability the sector has not previously had access to.
It uses data from Havas Group's Adcity Solution tool which lets the platform buy, trade and optimise relevant OOH locations as well as dropping creative in real-time. It will integrate consumer socio-demographic, behavioural, mobility and media data.
Havas Media Group Australia COO James Zipeure says: “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.”
The news comes as speculation swells surrounding a rumoured merger between Havas and French multinational mass media conglomerate Vivendi, following Q1 financial results for the ad company.
Speaking with AdNews for a May print feature, Havas Media CEO Mike Wilson says the agency is eyeing more acquisitions in the data and technology space. Want to read more? You better subscribe here.
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