Havas Programmatic Hub & Havas Media France choose Displayce to run the first DOOH programmatic campaign for Meetic on the JCDecaux network!

Havas Media France and its Trading Desk Havas Programmatic Hub (HPH) have entrusted the Demand-Side-Platform DISPLAYCE with the management of Meetic’s very first DOOH programmatic campaign.

From 22 July to 7 August, the “Meetic Summer of Love” campaign was broadcast throughout France on more than 100 premium digital screens in JCDecaux France’s DOOH Urban & Malls inventory outdoors, in shop windows and in shopping centres.

“We are very proud to have been chosen by Havas Media France and HPH to orchestrate this first programmatic DOOH campaign for a renowned player like Meetic. The objective was to reach a target group of singles at key moments in their journey to create the desire to register on the dating app. Our technology was able to manage the complex nature of the campaign to ensure a fine selection of premium screens with a strong affinity to the target. Thanks to Adsquare’s data activation, we were able to address the advertiser’s core target group, namely single women in their thirties,” said Laure Malergue, Founder and CEO of DISPLAYCE.

Thanks to programmatic, the campaign was able to be controlled and optimised live to ensure ultra-targeted broadcasting according to the points of interest visited by the advertiser’s chosen target. Thus, the screens near workplaces, cinemas and bars/restaurants broadcast contextualised messages activated in real-time-bidding. The agency therefore bought in real time only the key DOOH screens for its problematic: those with the largest audience in relation to the target.

“We decided to entrust this campaign to DISPLAYCE, convinced by their very specific expertise in DOOH media. We needed fine-tuned and intelligent management to ensure an RTB purchase on a selection of premium screens. This first conclusive collaboration allows us to integrate this new skill within our agency” concludes Kaoutar Benazzi, Chief Programmatic Officer Havas Media France.

With DOOH programmatic, JCDecaux France offers a new sales channel for the benefit of all advertisers by providing greater transparency, operational efficiency, targeting flexibility, contextualisation and optimisation for their DOOH purchases. This move demonstrates JCDecaux’s ability to actively contribute to the digital transformation of the industry.

DISPLAYCE, the French DSP specialising in DOOH (Digital-Out-Of-Home), publishes an infographic on the evolution of DOOH buying in France.

It follows a survey of multi-media agencies, independent trading desks and agency trading desks conducted between 15 March and 19 April 2021.

The study reveals that 79% of DOOH buyers will be using RTB programmatic by the end of the year and prefer a specialist DSP. Furthermore, 84% of buyers plan to increase their DOOH investments in the next 6 to 12 months.

“Easy to deploy and ultra flexible, programmatic DOOH is particularly well suited to the fluctuating context we have been experiencing for several months. Its strong capacity to reconcile precision, agility and hyper-localized mass communication, make it an ally of choice for brands and agencies. The data from the survey suggests a strong recovery in the coming months,” concludes Laure Malergue, Founder and CEO of DISPLAYCE.

Gamned! called upon Displayce’s expertise, the Demand-Side-Platform (DSP) specialised in DOOH (Digital-Out-Of-Home), to activate a major branding campaign in German-speaking Switzerland for the e-merchant QoQa. Deployed on an ultra Premium inventory of digital panels located in the streets and railway stations of several major cities, the campaign generated more than 5.3 million impressions and resulted in a 32-point increase in positive brand perception.

Last autumn, Gamned! ran a DOOH campaign in non-guaranteed programming on behalf of QoQa in targeted cities in German-speaking Switzerland, including Zurich, Basel, Bern, Winterthur and Luzern. Gamned! used the specialised Displayce DSP to ensure efficient management. It was thus able to manage from a single platform the distribution of the campaign on the Premium screens of the two prestigious publishers APG-SGA (for the digital screens located in SBB stations) and ClearChannel (for the digital screens in the streets), via 2 different Supply-Side-Platforms: Viooh and Broadsign. Another major advantage: Gamned! was also able to ensure the visibility of the campaigns to a massive audience by reallocating budgets in real time according to the most frequented areas.

“In order to offer QoQa maximum flexibility, we opted for a 100% non-guaranteed programmatic approach, a first in Switzerland for such a large campaign. Traditionally, we use a space reservation approach that comes close to guaranteed programming. If we are certain to deliver the campaign, we lose flexibility. It is this flexibility of being able to broadcast on hundreds of screens and according to schedules that explains the choice of a 100% non-guaranteed programmatic approach. This allowed us to optimise the campaign’s broadcasting and its effectiveness.” explains Pierre Berendes, Managing Director of Gamned! Switzerland.

“QoQa is a 100% digital player and this was our first large-scale offline campaign. It was therefore only natural that we should approach this opportunity with the habits and advantages that we enjoy with digital. Gamned!’s DOOH approach convinced us with its flexibility, cost control and results measurement.” Mathieu Pereira, Head Of Digital Marketing at QoQa, adds.

“Campaigns like QoQa’s can be imagined and executed with more precision thanks to the technical advantages of programmatic DOOH. By using specific data, advertising messages are delivered exactly when they are relevant to the target group. Thanks to programmatic booking between suppliers and fully automated negotiation, campaigns are even more flexible and visible more quickly. The progress of the campaign can be better monitored on the client’s side and continuously adapted to the communication objectives thanks to various targeting options,” explains Michael Pevec, Head of Programmatic & Automation at APG |SGA.

“With the connection to Broadsign Reach, Clear Channel Switzerland has the opportunity to work with a large number of DSPs in Switzerland and abroad. Together with Displayce and Gamned, we have already carried out our first tests a year ago and we are very pleased to be able to implement this campaign together”, adds Kathrin Petrow, Head of Product Management & Data Analytics at Clear Channel Switzerland.

Displayce has specific integrated measurement tools to monitor the performance of each campaign, which can be activated on a CPM basis from the DSP. This has enabled Gamned! to access detailed reporting to measure the media quality of the campaigns deployed (quality of the image, relevance of the context, intelligibility of the message, etc.) and the uplift on the brand’s branding. The collection and analysis of this data showed that 50% of the people who saw the campaign showed a positive intention (wish to test the product or to visit the site). Also, the campaign generated a 32-point increase in positive brand perception among consumers who were not yet customers of the brand.

“We are very happy to be actively participating in the democratisation of DOOH with international programmatic experts such as Gamned! The partnerships we have had for years with national and international publishers now allow us to offer easy access to a very large inventory of over 95,000 screens. Our expertise in managing DOOH campaigns in several countries is also a strong asset for managing very large-scale campaigns,” says Laure Malergue, Founder and CEO of Displayce.