Havas Group's OOH specialists help clients better understand their target audiences
Adcity, Havas Group’s OOH pure player, has launched its new data-driven technology fully dedicated to audience planning and programmatic trading: Adcity Solution. A first in the sector, this automated platform provides a unique solution for Adcity clients to help them better identify target audiences and optimize their activation through OOH communication.
Adcity Solution now offers an integrated suite composed of 3 pillars:
- Adcity Audience Planning represents a complete departure from the traditional model of media planning by placing the audience, and not the media, at the center of OOH planning. This allows for a new identification and a better understanding of target audiences thanks to the use of exclusive data on geographic areas and client territories, behavioral and socio-demographic consumer data, and mobility flows.
-The activation of these audiences is now entirely automated thanks to Adcity Audience Trading. This programmatic solution is directly connected to the supply side platforms (SSP) of the principal OOH media actors and to the demand side platforms (DSP) offering OOH inventory.
- Lastly, Adcity Audience Measurement measures campaign efficiency through dynamic, cross-device dashboards and provides a global vision to better control and optimize audiences and client investments.
Matthieu Habra, Global Head of Adcity, expains: “Havas Group’s investment in Adcity Solution – a proprietary and exclusive technological solution on the market – will allow Adcity to offer not only innovative audience planning for its clients and cross-device activation to link Out of Home and mobile media, but also guarantee efficient, high-quality programmatic trading.”
The deployment of this technology across the agency network in Europe, the United States, Latin America and Asia-Pacific makes Adcity an indisputable motor of the OOH market’s (r)evolution.