Havas Group Launches Adcity Germany

Following its successful establishment on the French market in 2015, Adcity, a proprietary brand of Havas Group has now been launched globally. In recent months more than 25 subsidiaries with 300 experts have been opened. The launch for the German market is scheduled for April 1st.

Adcity specializes in the usage of Out-Of-Home media (OOH) and local cross-media communications. By developing local and multi-local solutions for customers, Adcity offers a 360° geolocation solution from a single source. Customers with specific local marketing needs can now rely on a networked planning by Adcity.

The following three content elements are made by Adcity:

- Data & Technology: Exclusive, proprietary data and technology platform Adcity Solution combines data and media to allow an efficient profile-based modulation. It integrates sociodemographic, behavioral, mobility and media data.

- Interactive Experiences: OOH has evolved as a mass medium. New technologies, such as NFC or Mobile Image Recognition, have transformed OOH into a truly interactive medium, offering fully engaging, one-to-one communication experiences for consumers. Adcity combines the best available solutions in this area for Havas Group clients.

- Multi-Device Amplification: By utilizing synergies and a know-how-transfer within Havas Group, extensive cross-media solutions can be created. These provide the best link of media coverage and consumer activation.

For Steffen Ansorge, Head of the German planning unit, Adcity will focus primarily on an improved management of campaigns using cross-media and profile-based data: ‘We are building upon our unique technology, Adcity Solution. It enables us to combine our know-how about the target group as well as individual customer messages with the reach of a mass medium such as Out-Of-Home. The close cooperation with our local digital specialists from Socialyse (Social Media Communications), Mobext (Mobile Marketing) and Ecselis (Performance Marketing) is a clear USP against other agencies on the market. In the face of the rapid development of programmatic advertising, Adcity will utilize these unique links. In 2017, hyperlocal planning over all media channels will clearly be the focus of our work.’

Jan Tran, Head of Mobext Germany adds: ‘Together, Mobext and Adcity can link “mOOHbile” campaigns intelligently and offer extensive activation potential for advertisers as well as added value in approaching target groups. The combined use of media offers a high potential for involvement with consumers.’

Matthieu Habra, Head of Global Network, Adcity explains:  “We are very proud to open Adcity in Germany, a very important market for Havas Group. After France (2015), APAC (July 2016) and Spain (September 2016), this step enhances our global expansion in Europe.  We are now able to provide clients with a new data-driven, audience planning approach with a real capability to lead local or worldwide OOH strategies.”