Performics, a Publicis Media media agency, in collaboration with DISPLAYCE, a Demand Side Platform (DSP) dedicated to the programmatic buying of digital advertising, has implemented a made-to-measure media solution and geolocation-based communications to support the launch of Bouygues Telecom’s new 4G Box offering.

 

With its 4G Box offering, Bouygues Telecom is targeting inhabitants of non-dense areas with slow ADSL but good 4G coverage inside their buildings. To support the operator, Performics has remained faithful to Bouygues Telecom’s technological positioning while aiming for maximum impact on the target audiences without media wastage.
 
Already a consultant for Bouygues Telecom on digital and localization, Performics has also been operating, since early this year, as the operator’s media consultant. With this expansion of scope and the resulting synergies, Performics has deployed a local, digital multimedia package for the 4G Box offering which includes traditional downtown advertising displays, letterbox advertising in the targeted municipalities and geolocalised advertising displays.
 
Thanks to its understanding of the local supply, Performics demonstrated a very strong geographical affinity between the targeted municipalities and the DOOH (Digital-Out-Of-Home) media offered by DISPLAYCE. Performics therefore approached the DISPLAYCE DSP (Demand Side Platform) to complete this package by displaying the campaign on digital screens in the targeted municipalities. In less than 48 hours, the campaign was deployed onto over 3,000 screens in a wide variety of locations (in the street, in shopping centres, gas stations, fitness centres, etc.) in the targeted zones. This 100% geolocation-based media allowed the target audience to be reached at different times during their everyday life. Thanks to its precise territorial coverage, DISPLAYCE covered 77% of the targeted areas.
 
Bouygues Telecom is the first telephone operator to use DISPLAYCE’s programmatics services and harness the advantages of DISPLAYCE’s DOOH offering in areas where traditional options are now more limited. With this geolocation-based campaign, Performics and DISPLAYCE have enabled Bouygues Telecom to enhance its proximity and technology positioning by reaching its target audiences via a customized media platform without wastage.

The Digital Place Based Advertising Association (DPAA) announced today that it has added another company to its global membership roster with the addition of DISPLAYCE. Based in France, DISPLAYCE offers advertisers a DSP (Demand Side Platform) for creating and running targeted on localization and audience digital out-of-home (DOOH) campaigns.

 

“The importance of programmatic to the growth of our industry is being recognized not just here in the U.S., but around the globe as well,” said Barry Frey, President & CEO of DPAA. “DISPLAYCE was one of the first to seize the opportunity and as a result has established itself as a leader in the space. We look forward to working with them on advancing the programmatic evolution.”

 

Laure Malergue, founder of DISPLAYCE, said, “We’re connected to more than 30 000 digital screens in France, half of the global French market. We develop a programmatic plateform, that is powerfull and easy to use. We contribute in developpment of this new Media by ensuring the democratization. Barry Frey and his team have done a great job of accelerating the DOOH industry’s adoption of programmatic and we look forward to sharing learnings, best practices and ideas with our colleagues in the U.S.”

 

The DPAA is a digital out-of-home marketing association that has created a strong community environment in which members drive and promote their digital capabilities. The DPAA has proven to be a business accelerator and concierge/consultant for members, who enjoy numerous benefits. These include admission to quarterly “mini summit” meetings with ad industry and DPB/DOOH leaders; access to an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.

Displayce, the first programmatic platform for digital posters (DOOH), is forging a strategic partnership with adsquare, the leader in mobile audience data. This agreement will allow, for the first time ever in Europe, any single audience segment to be activated for both mobile display and DOOH campaigns.

 

Optimise the impact of a campaign on a target audience

“We started from the finding that: 62% of the DOOH programmed campaigns that we have displayed were also rolled out on mobiles. However, until now there was no automated solution allowing you to create a single audience segment and activate it simultaneously on two DSPs dedicated to these two media channels. Our clients want to be able to optimize their budgets and save time when creating their cross-media campaigns,” says Laure Malergue, founder of Displayce.

Mobile and DOOH (posters installed in high-traffic areas such as shopping centres, highway facilities, etc.) are two perfectly complementary media channels; they allow you to capture consumers on the go, outside of their home, on their daily commute, to show them smart messages adjusted to both context and location. Therefore, it was essential to incorporate a technology that could use common data to both media channels.

 

Qualify in an automated way more than 30,000 digital posters with tailored segments

Thanks to the solution rolled out by Displayce and adsquare, advertisers can compose their audience segment on adsquare’s self-service Audience Management Platform, choosing from thousands of sociodemographic, consumption and movement attributes. Then they can activate their audience segment on the Displayce DSP adding all the qualification criteria for display panels, such as formats, geolocation or contextualisation.  In this way advertisers can maximize the broadcasting of their mobile campaigns to any single audience by accessing a new DOOH inventory (over 30,000 digital panels).

For Vincent Tessier, adsquare’s VP Demand EMEA: “Mobile is THE mobility media, and the synergies with DOOH are obvious. We are delighted by this integration with Displayce technology, which makes now activations between DOOH digital posters and mobile display simple and easily actionable. We believe this premiere in Europe is a step forward for our industry and for the future of omnichannel programmatic advertising.”

hotelF1, the leading low-cost hotel chain in France and a brand in the AccorHotels Group, has launched its “CityTrip” Instagram campaign with physical advertising.

 
The 100% programmatic campaign envisioned by hotelF1 and Amnet involves targeted digital advertising (DOOH), as well as mobile broadcasting around the chain’s hotels and a measurement of the physical traffic to the hotels following the campaign.

“We are very pleased to mark this French first for the hotelF1 brand. Constantly in search of the most agile, innovative strategies to reach our current and future customers, this strategy won us over as it allows us to implement our CityTrip campaign in a new format that is both high-impact and targeted,” says Laura Degracia, hotelF1’s Digital Marketing Manager.

“Due to its concept and advertising preferences, hotelF1 was the perfect first advertiser for this programmatic DOOH test. This collaboration is even more savvy and exciting given that the envisioned campaign involves both digital display and mobile activation, while also measuring the physical traffic generated following the campaign. We’re excited to share the preliminary results,” adds Marie Le Guevel, General Manager of Amnet.

“We would like to thank Amnet and hotelF1 for their trust in our technology for this campaign. We are sure that it will become a best-case on the advertising market,” Laure Malergue, the CEO and founder of DISPLAYCE, concludes.