Havas Media has unveiled its out-of-home division Adcity in the U.S., following its rollout in Europe, Asia and Latin America.
Media and OOH advertising veteran Alissa Ananieva has been tapped to run the U.S. operation as director. She’s been in the post since May, leading preparations for the rollout here.
Previously, Ananieva was director of growth programs at UK OOH media company Exterion Media, where she led the adoption of automated and programmatic trading. Earlier, she worked at Telefonica Digital, investment bank MESA and Merrill Lynch.
The shop’s U.S. operation will be based in New York and will be aligned with Havas Media here to serve U.S. clients.
The Adcity platform integrates consumer socio-demographic, behavioral, mobility and media data to help clients optimize campaigns in near real-time.
The firm has also extended its existing strategic alliance with ProjectX, an OOH ad-tech platform focused on buying audiences (not sites), to the Adcity U.S. operation. The two companies have been working together in other regions since 2015.
Matthieu Habra, head of global network, Adcity, stated: “Adcity is changing the value of OOH advertising across the globe, and we are proud to offer this expertise to clients in the U.S. 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.”
Added Ananieva: "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.”