Havas Adcity

Havas Adcity is the global out-of-home and geolocation division of Havas Media Group, part of the Havas communications network within Vivendi. First launched in France in 2014, Adcity was rolled out internationally and has operated with roughly 300 local out-of-home experts across around 35 offices spanning Europe, Asia, North America and Latin America. The division specializes in data-driven out-of-home planning that places the audience, rather than the media panel, at the center of campaign strategy.

To support this, Havas developed the Adcity Solution, a proprietary technology platform combining three core components: audience planning, which identifies and models target audiences on the move; audience trading, which connects to the main out-of-home supply-side and demand-side platforms to enable programmatic and automated buying; and audience measurement, delivered through cross-device dashboards that report campaign delivery and performance. The platform integrates consumer socio-demographic, behavioral, mobility and media data so clients can identify relevant locations, activate campaigns and optimize them in near real time across billboards, transit, street furniture, place-based and digital out-of-home formats. By blending mobility data, programmatic capability and local market expertise, Havas Adcity aims to make out-of-home more targeted, accountable and easier to integrate with wider media plans for the group's clients.

As the dedicated out-of-home unit of a major global network, Adcity offers advertisers coordinated multi-market planning and buying supported by data and technology, while retaining specialist out-of-home knowledge and trading relationships in the individual markets where it operates.