It’s a world first in the DOOH ecosystem: Values.media is expanding its data collaboration partnerships into Digital Out-of-Home, allowing brands to target the screens most relevant to an audience of interest or intent.
By reconciling data from Prisma Media’s CRM (which includes over 28 million French profiles) the agency can now refine media planning down to the individual screen, based on the target’s socio- behavioral characteristics. DOOH screens are then selected according to their physical proximity to the audience and purchased programmatically, exclusively via the Displayce media buying platform. Following digital (social networks and open web), segmented TV, CTV, and audio, the media agency can now reach the same custom-built audience across all addressable channels.
This innovation was made possible through the collaboration between Values.media, Prisma Media, LiveRamp – which anonymises Prisma’s CRM data into Ramp ID, its universal activation and measurement identifier – and Displayce, which enables real-time media buying of digital screens based on data.
“This is a perfect example of our vision for data collaboration. Thanks to the work of our five partners, each bringing their unique expertise across the value chain, we’re making deterministic, digital data compatible and actionable in a physical environment, in this case, outdoor media. The ability to create a custom audience directly from a major publisher’s CRM and activate it in DOOH, impression by impression, brings an unprecedented level of precision to a mass medium that now offers extended capabilities. Omnichannel strategy is key for our clients, and this data collaboration approach provides a powerful, tailor-made solution.”
Olivier Lavecot , Director of Innovation, Data & Digital at Values.media
““We’re delighted to contribute to this major innovation that brings DOOH into omnichannel strategies powered by a single audience. Our mission is to deliver solutions that expand the possibilities of programmatic DOOH and create value for both agencies and advertisers. Together with Values.media and its partners, we’re giving DOOH new targeting capabilities, combining the power of a mass medium with the intelligence of data.”
Remi Boudard, CRO at Displayce
“We share Values.media’s vision of data collaboration: creating added value by breaking down technological silos. The technical solutions already exist, what matters is ensuring that all players across the value chain work together to turn these concepts into reality, as we’ve done here. We’re thrilled to see the quality of our data being extended beyond digital and CTV environments!””
Paul Ripart , Director of Data and Programmatic at Prisma Media Solutions
