Boosting Awareness: Jellyfish Partners with Displayce to Promote Orange Bank’s New Offer

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Jellyfish, an innovative marketing player that combines creativity, data, and technology to boost major international brands, has partnered with Displayce. Their collaboration aims to streamline the acquisition of digital screens from various Supply-Side Platforms (SSP) and assess the impact of Orange Bank’s communication efforts. This initiative is a key component of a strategic plan, led by Jellyfish teams, to effectively use Digital Out-of-Home (DOOH) and enhance display awareness for Orange Bank. Notably, Displayce stands out as the pioneering French technological platform (DSP), enabling real-time ad space purchase across a vast network of over 1 000,000 digital display screens.

Orange Bank
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Orange bank
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An optimized real-time campaign broadcasted on 1,383 digital screens

From December 15 to 24, 2021, the French digital bank’s videos were showcased on 1,383 digital screens situated outdoors, in shopping centers, and store displays. Jellyfish collaborated with Displayce, a specialized digital partner in Digital Out-of-Home (DOOH), to enhance its connection to strategically important digital screens. The optimization of screen purchases was efficiently executed through two major publishers: JCDecaux on the VIOOH SSP and Imediacenter on Vistar Media.

The campaign achieved 8 million impressions, precisely targeting Orange Bank’s intended audience. Leveraging programmatic DOOH, the initiative allowed real-time optimization based on factors such as time and foot traffic near the screens. This innovative approach facilitated ultra-targeted broadcasting aligned with the affinity locations of the bank’s target audience throughout France.

A significant gain in awareness for Orange Bank 

For this campaign, effectiveness was measured using various solutions, such as the ‘post-test programmatic DOOH’ developed in partnership with Happydemics. Integrated directly into the Displayce platform, this feature aims to measure key KPIs to track the actual performance of DOOH campaigns on awareness criteria: recall rate, brand attribution, impact on consideration or purchase intent. Orange Bank’s campaign generated 24 points uplift in notoriety with Happydemic’s methodology. It also demonstrated that 49% of consumers exposed to the campaign expressed a positive intention to inquire about Orange Bank’s offer.

‘We initiated a partnership with Displayce for its recognized expertise in the digital market in general and programmatic DOOH in particular, as well as for the operational efficiency of its DSP platform’ says Maxime Menvielle, VP Client Management at Jellyfish. ‘Through close collaboration with the Displayce teams, we are able to effectively carry out our clients’ programmatic campaigns on digital screens and determine their impact on awareness or consideration of marketing KPIs. We are delighted to integrate this new skill within our expertise.’

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

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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.

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Driven by the boom in DOOH programmatic advertising in France, DISPLAYCE doubles its turnover in 2021!

Driven by the boom in DOOH programmatic advertising in France, DISPLAYCE doubles its turnover in 2021!

DISPLAYCE, the first French technological platform to buy advertising space on digital display screens in real time, has drawn up a very positive balance sheet for 2021 despite a year without four months of activity. Between February and May, the company was confronted with a drastic drop in investments from its clients, its sector being heavily impacted by the successive confinements and curfews. It is in this particular context that DISPLAYCE’s sharp expertise has enabled it to stand out: pioneer in the management of RTB (Real Time Bidding) campaigns, large international network of 500,000 digital panels, real-time data exploitation. All of these elements have ensured that the company has a more than dynamic relaunch, with a turnover that has doubled (vs. 2020), bringing it to several million euros, and the hiring of a dozen employees within the next year.

According to a report by the IAB Europe, DOOH advertising investments should double by 2024. This trend is largely due to the arrival of programmatic advertising in this sector. This simplification of real-time buying, which began in France last July with JCDecaux’s Viooh platform, has been widely supported by DISPLAYCE, the first player in France to buy JCDecaux’s digital inventory using RTB programmatic. DISPLAYCE has been very involved in automated buying since its launch, convinced by the transparency, flexibility in targeting and contextualisation that this method of buying offers advertisers. Beyond the ergonomics of the platform designed to manage the specificities of DOOH, the company has been working for 7 years on the deployment of a whole ecosystem of European partners integrated to the platform, allowing to activate a unique combination of data and services for the measurement and targeting of DOOH campaigns.

“As a pioneer in our market, we are actively involved in the deployment and democratisation of DOOH real-time programmatic buying. We are actively involved in the deployment and democratisation of DOOH, not only in our R&D and technical teams, but also in our commitments to French and international professional committees and partners. Its start-up in France is much more dynamic than in other European countries. The way is now open, the French market is receptive, launched and ready to accelerate”, says Laure Malergue, Founder and CEO of DISPLAYCE.

Since October, DISPLAYCE has also been very active internationally where it is present via its premium inventory in 40 countries (Europe, United States, Africa, Australia, Middle East, etc.). To date, no fewer than 250 agencies use the platform to benefit from privileged access to 500,000 digital panels. In just one year, the specialist DSP has greatly expanded its network to increase its international inventory fivefold, thanks to strategic partnerships with Viooh, Broadsign and more recently with the American platform Vistar Media.

“We currently have 16 experts in Bordeaux, half of whom are women. To meet this growth in activity both in France and internationally, we are launching a recruitment campaign to reach 30 employees within a year. We are specifically looking for technical, data and sales profiles for our Bordeaux and Paris offices, as well as multilingual profiles to cover all the European countries we serve: Spain, Italy, Germany, etc.” concludes Laure Malergue.

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