New RTB inventory: Airport and Malls

The french RTB inventory continues to grow! Displayce, DOOH expert, announces its new inventories: JCDecaux Airport & IMediacenter.

DISPLAYCE is a DSP partner for the programmatic launch of JCDecaux Airport. With more than 600 screens in France, JCDecaux Airport is your daily partner in the airports of Paris ( CDG & Orly), Toulouse, Lyon, Marseille, Nantes and Bordeaux.

International Airport:

 AIRPORT – Hong Kong 

 66 screens 

169M impressions/month 

  AIRPORT – Italy 

181 screens  

66M impressions/month 

AIRPORT – New Zealand

23 screens

25M impressions/month

Focus on Airport traffic:

▶ Airport advertising is the most valued environment compared to the average: 111 in terms of value attributed and 113 in terms of prestige.

▶ The traffic observed in September corresponds to 51,8% of that observed in the same month. 

▶ Total traffic of the ADP group1 (Paris Airport) is up by +8,7 million passengers in Septembre 2021 compared to September 2020.

*Source JCDecaux

DISPLAYCE is a partner in the launch of Imediacenter in programmatic. A pioneer in retail media in France and the leading in-store DOOH network in France in terms of number of screens, Imediacenter relies on a powerful and contextual media ecosystem (shopping centres, hypermarkets and drives). Through its connection to the VistarMedia SSP, the network now offers a portion of its screens for RTB buying on the Displayce DSP platform.  

Focus on Malls traffic:

▶  A gradual and solid traffic recovery: +25% traffic in September 2021 in malls VS February 2021 (Source : Mytraffic)
The Imediacenter data confirms this increase in traffic: +37% increase in traffic in September 2021 VS February 2021 for the malls operated by Imediacenter (Source: Nhood / Imediacenter).

▶ December is traditionally a peak month: In 2021, Displayce predicts a 20% increase in traffic between September and December based on Mytraffic information.  December, with the end of year festivities, is a strategic period for malls.

▶ Stats on attendance in IDF vs rest of france
IDF represents 23% of national weekly visits to Auchan shopping centres (Source: Mytraffic).

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

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.

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[Iinfographic] The evolution of DOOH buying in France

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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.

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