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.