Real-time buying only on DOOH panels over weighted by the target

as soon as the UV index was above 3

Objectives

Gain awareness through an ultra-targeted device

Location –

Belgium, targeting major cities

Partners

Robert & Marien; JCDecaux, Clear Channel; VIOOH, Broadsign

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The Foundation against Cancer plays an important role in three domains : scientific progress, support for patients and their families, and screening and prevention.

In this campaign, the Foundation against Cancer and Robert&Marien programmatically purchased DOOH screens from JCDecaux and Clear Channel Belgium. Targeting on the Displayce DSP allowed the selection, in pre-bid, of a UV index trigger (index of 3 or above)


Screens were bought only when UV index was reached in real time. This campaign was specifically viewable between 12 p.m. and 4 p.m, when sun rays were the strongest.

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Press release – Bordeaux, July 5, 2022 – DISPLAYCE, a leading Demand-Side-Platform (DSP) company specialising in the purchase and optimisation of digital outdoor advertising campaigns (DOOH), announced today a strategic alliance, including the acquisition of a majority stake by JCDecaux, the number one outdoor advertising company.

The young Bordeaux-based company, created in 2014 and dedicated to the purchase and optimisation of DOOH campaigns, is the leading French programmatic platform in terms of technology, know-how, and inventory with more than 600,000 connected digital screens in more than 50 countries (France, United States, United Kingdom, Australia, among others).

A forerunner in its sector in the DOOH, the media with the second highest growth after mobile advertising, DISPLAYCE offers European marketers (Publicis, Havas, Dentsu, Jellyfish, Matterkind, etc.) real-time purchase of advertising space on digital panels from more than 350 advertising agencies around the world.

Driven by its strong desire to transform the DOOH market, DISPLAYCE has been involved with national and international players (DPAA, IAB, etc.) since its launch. Today, it is connected to the main DOOH Supply-Side Platforms (“SSPs”) in the market (BROADSIGN, VIOOH, VISTAR MEDIA), allowing access to the premium inventories of the largest OOH companies (Clearchannel, JCDecaux, Mediatransports, etc.). It has also established strategic and trustworthy partnerships over the past 8 years, both on the technological side and the data side (Adsquare, Happydemics, etc.). DISPLAYCE offers media buying, enriched with advanced targeting, and efficiency measurement thanks to its Data Management Platform (DMP) designed specifically for OOH.


This transaction will give DISPLAYCE the means to increase its international development. From September 2022, DISPLAYCE plans to accelerate its growth in Europe.

Within this partnership, DISPLAYCE will keep its operating autonomy and its founding shareholders will be holding shares alongside JCDecaux. The company will continue to be managed by Laure Malergue (CEO), Marie Gaestel (VP Sales) and Hayssam Soueidan (Chief Technology Officer).


Laure Malergue, Founder of DISPLAYCE: “In addition to accelerating our international deployment, we are delighted to consolidate our strategic alliance with JCDecaux. The digital transformation that the group is undergoing demonstrates once again its capacity for innovation and its leadership. We share common values, based on cooperation, high standards and excellence, and we are convinced of the benefits of this strategic alliance for both our companies and for the market in general. Last July, we launched together the very first programmatic DOOH campaign in France, via the SSP “VIOOH” which has proved to be very promising for the market. From a more operational point of view, we will continue to operate from our headquarters in Bordeaux, with our growing team. Keeping our agility and autonomy is important as they have been the strength of DISPLAYCE for 8 years, allowing us to offer innovative products in line with the new needs of the industry.”

DISPLAYCE was advised by NINE58 Advisors during this transaction, with DS Avocats acting as legal counsel.

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.