Havas Reinvents The Value Of OOH, Launches Adcity In The US

After success in Europe, Asia and Latin America, Havas now launches Adcity in the US.  Adcity revolutionises the approach to OOH by delivering value through a combination of OOH, mobile and traditional media to connect brands and consumers across everyday life. The agency enables clients to target consumers with OOH content much more accurately and effectively, thanks to a mix of audience behavioral data, digital OOH media solutions, proprietary software and geo-located mobile technology.  

Adcity capitalizes on synergies between OOH media and mobile devices, allowing advertisers to optimize the efficiency of their OOH geolocalized campaigns to maximize campaign reach. OOH becomes more measurable than ever before and fully integrates with other channels, thanks to proprietary technology platform Adcity Solutions.

With a focus on ROI and results through greater efficiency and automation, Adcity Solutions enables Adcity to plan and optimize relevant OOH locations and creative in real-time, connecting messaging with actions.  The platform integrates consumer socio-demographic, behavioral, mobility and media data, providing clients with a 360° view of their targets to drive communications strategy at the most granular and geographic levels. This allows Adcity to drive impact and engagement for brands through innovative and meaningful OOH campaigns that reach consumers on the move.

With its exclusive approach, Adcity is the first communications agency using this type of technology for OOH in the US.  

Media and OOH advertising expert Alissa Ananieva will lead the brand as Head of Adcity US. Most recently, Alissa was Director of Growth Programmes at Exterion Media (UK), where she led the adoption of automated and programmatic trading technologies, and enhanced sales and operations processes. She has also worked at Telefonica Digital (UK), MESA (US) and Merrill Lynch (UK).

Alissa Ananieva, Head of Adcity US, states: “Adcity enables clients to connect people with brands across every phase of their consumer journey, by creating engagement across all the channels of OOH and geo-localised communications. The digitalization of OOH media and the 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. Adcity activates innovative solutions, cross-media activities and programmatic efficiency for advertisers.”

Matthieu Habra, Head of Global Network, Adcity explains: “Adcity is changing the value of OOH advertising across the globe and we are proud to offer this expertise to clients in the US. More than ever before, we can truly connect customers and brands across everyday life, by providing advertisers with a data-driven, audience planning approach to lead local or worldwide OOH strategies.”

Alongside this launch, Adcity signs an agreement with Project X, the first OOH media buying company built on technology. Havas Group and Project X have been working together since 2015, as they share an audience-centric approach to OOH buying, replacing the site-by-site methods of yesteryear.

Project X CEO John Laramie adds:  “It’s a tremendous honor to work closely with a globally respected group such as Havas, as we break new ground and reshape the value of OOH advertising. We look forward to continuing our partnership and executing many more exceptional OOH campaigns for Adcity and Havas' clients.”