The new partnership brings the broadest range of Adsquare´s privacy-friendly data to advertisers in Europe.

Paris, 27 June 2022 – Displayce is a European programmatic DOOH DSP designed to optimise the purchase, impact, and quality of DOOH campaigns. Thanks to this platform, agencies can access the largest DOOH inventory in Europe consisting of more than 650,000 screens, and run their campaigns in real-time on premium DOOH formats, targeted environments, and audiences at scale.

With this partnership, Displayce is now offering marketers in Europe the broadest range of Adsquare´s mobile data solutions ever integrated into a DSP, including the pre-bid activation of audience segments and live footfall measurement. Adsquare´s data covers a wide spectrum of verticals and more than 1,000 segments that can now be activated self-service via Displayce. Furthermore, the integration allows advertisers to build on-demand segments and activate them pre-bid.

By combining mobile audience data with SDK-derived background location data, Adsquare´s technology calculates index values for each DOOH screen and ranks the inventory according to relevance. The index calculation is based on the ratio between all users seen around DOOH screens and the desired audience and recalculated for every hour of the week. With the API integration between Displayce and Adsquare, advertisers can make use of the Forecast functionality of Displayce, visualising DOOH panels and dayparts, and determining their desired index scoring. The index scoring can be adjusted to optimise the campaign reach in real-time, according to the volume of impressions delivered. In short, buyers can monitor consumers’ behaviour live and target panels that have a high propensity of reaching the desired audiences. 

To offer a comprehensive experience, the integration between Displayce and Adsquare allows also to measure performance in real-time, directly on the Displayce platform, for maximum budget optimisation.

The integration is already live in France, Belgium, and Spain and will be deployed in Germany, the UK, and the US in the next few weeks.

Kevan Abdoli, GM France, and Benelux comments: “We are proud to enhance our offering by adding Displayce to our list of trusted partners. Thanks to this partnership, marketers are able to apply Adsquare segments to any programmatic DOOH campaign in a privacy-compliant manner. We are offering advertisers the benefit to target consumers in the physical world with high precision and to measure the impact of their campaigns in terms of store visits, all on one platform.

Laure Malergue, CEO at Displayce says: “Marketers are searching for privacy-friendly and data-driven solutions to streamline the planning, activation and measurement of their DOOH campaigns. Adsquare perfectly complements Displayce´s context-centric solutions with powerful real-time tools, helping advertisers achieve advanced targeting and measurement and finally, maximum ROAS.” 

Jellyfish, an innovative marketing company integrating creativity, data and technology to improve the performance of the world’s biggest brands, chooses Displayce, the first French technology platform (DSP) that enables real-time purchase of advertising space on more than 500,000 digital display screens, to facilitate and optimize the purchase of digital panels from several SSPs (Supply-Side-Platform), and to measure the effectiveness of the campaign for Orange Bank. This campaign is part of a strategic cross-leveraged DOOH and display awareness plan, managed by Jellyfish teams for Orange Bank.

A campaign broadcast on 1383 digital panels, optimized in real time.

From December 15 to 24, 2021, the French online bank’s videos were displayed on 1383 digital panels located outdoors, in shopping malls and in store windows. Jellyfish chose a partner specialized in DOOH – Displayce, to simplify its connection to the most strategic digital panels and optimize their purchase from two major publishers: JCDecaux on the VIOOH SSP and Imediacenter on Vistar Media. 8 million impressions were thus delivered to reach the Orange Bank target audience with precision. Thanks to programmatic DOOH, the campaign was optimized in real time according to the time of day and the number of visitors around the screens, in order to ensure ultra-targeted distribution in relation to the advertiser’s target contact points.

A strong gain in awareness for Orange Bank generated by this programmatic DOOH campaign

For this campaign, effectiveness was measured using features such as the “programmatic DOOH post-test” solution developed in partnership with Happydemics. Integrated directly into the Displayce platform, this solution aims to measure key KPIs to monitor the real performance of DOOH campaigns on awareness criteria: memorization rate, brand attribution, impact on consideration or purchase intention. The Orange Bank campaign generated 24 awareness points with the Happydemics methodology and showed that 49% of consumers, after being exposed to the campaign, showed a positive intention to learn more about the Orange Bank offer.

Displayce and Happydemics announce a strategic alliance and launch the first fully automated programmatic DOOH post-test available in 40 countries!

Displayce is the first French technology platform that allows you to buy advertising space in real time on over 500,000 digital display screens. Happydemics is the leading market research technology that automates and reinvents market research by surveying 4.8 billion individuals directly in the course of their media consumption. Two years of R&D collaboration between these two ultra-specialist players have resulted in a solution that is unique to the European market: the integration on the Displayce platform of an independent quantitative research service controlled by Happydemics, to measure and monitor actual performance of DOOH campaigns throughout the world with full transparency.

The Happydemics technology platform is connected to consumers right around the world, surveying them through their daily consumption of digital media. This innovative post-test methodology offers a degree of representativeness and freshness of data collection previously unseen in the sector. This solution, directly integrated into the Displayce platform, aims to measure key KPIs for monitoring actual performance of DOOH campaigns on awareness criteria, including rate of memorability, brand attribution and impact on consideration and purchase intention. Using a questionnaire specifically designed for this programmatic DOOH, with exposure points communicated via APIs developed between the 2 platforms, audiences exposed to a campaign rate the impact of campaigns seen on their daily travels, such as in the street, shopping centres, stations, airports, etc.

“Advertisers need practical, reliable indicators of advertising effectiveness but also require simplicity and responsiveness. Our APIs reconcile these two needs, delivering useful KPIs on a continuous basis to advertising companies such as Displayce. By conducting thousands of post-tests on a daily basis, we put these results into perspective, comparing them with benchmarks in over 12 industries to ensure measurements are as accurate as possible. This partnership demonstrates Displayce’s drive to position itself as one of the most transparent players on the market,” explains Tarek Ouagguini, co-founder and CEO of Happydemics

“It was of utmost importance to us to choose an automated third-party measurer, fully integrated into our platform, to manage the quantitative research on our clients’ DOOH campaigns. In our view, this is the best solution to date to guarantee data objectivity and address a representative and truly targeted panel for each campaign,” says Laure Malergue, CEO and founder of Displayce.

The mass rollout of this solution means the platform’s users can launch a study of their DOOH campaigns simultaneously on all advertising networks in 40 countries. This is a way of facilitating its widespread use, especially as research studies are invoiced on a CPM basis to ensure they are fully accessible. In order to guarantee maximum responsiveness, the results of each study are available on the Displayce platform through the connected APIs as soon as the campaign ends.

These two years of research and technological developments by the pioneering teams at Happydemics and Displayce have already helped establish a programmatic DOOH benchmark to give users of the platform a reliable reference framework for each criterion: memorability, consideration, purchase intention and brand attribution. Such data enable users to track the performance of their campaigns over time and measure them against similar campaigns for greater analysis of their actual performance.

“In addition to the relevance of this benchmark for our clients, we have been able to objectively observe the positive impact of a DOOH campaign on brand image. In particular, the data indicate a striking result regarding consideration given to the brand. After an individual in the target audience is exposed to an ad on a digital billboard, their consideration for the brand increases by 16%, i.e. 3% more than with an ad shown on TV and 4% more than with a digital ad*. It should also be noted that exposure to a DOOH campaign results in a 12% increase in the positive image of the associated brand as regards its modernity,” says Laure Malergue in conclusion.

*Data from Happydemics’ cross-channel benchmarks.