Adcity Launches Cross-Device Audience Tool

Havas Group's OOH and geolocation-based communications division Adcity has launched a cross-device audience planning solution called mOOHbile.

First launched in 2014 in France, the division applies consumer understanding to data activation, media convergence and new technologies to drive engagement with consumers on the move. It also offers a proprietary tech platform, Adcity Solutions, which integrates socio-demographic, behavioural, mobility and media data to help clients understand consumers at a geographic level in each country.

According to Havas, mOOHbile taps into the synergies between mobile devices and out-of-home (OOH) media displays, allowing advertisers to optimize the efficiency of their OOH geolocalized campaigns. Implemented through Adcity Solution, the new service helps maximize the reach of campaigns through audience extension and segmentation, while helping with retargeting, and to deliver dynamic content.

Matthieu Habra (pictured), Adcity's Head of Global Network, explains: 'Tackling the mobility universe in silos doesn't make any sense these days, as all studies show the efficiency of combining both outdoor display and mobile media. Today, a consumer in contact with an OOH advertisement is 17% more likely to activate the mobile advertisements they see and engage with the brand; and over 70% will do additional research on this same brand'.

Web site: www.adcityww.com .