DOOH & Mobile: Displayce and Locala Elevate Successful Cross-Channel Campaigns in Extended Partnership

Bordeaux, France – 02/05/2024 – Displayce, the European DSP specialising in programmatic DOOH, and Locala, the leader in multi-location advertising, reaffirm their partnership following significant campaign success to offer advertisers a seamless solution for DOOH activation combined with mobile ad placements.

Integrated solutions for targeted audience engagement

Displayce customers can now enhance their DOOH campaigns by seamlessly incorporating mobile activation. This integration enables advertisers to precisely target individuals passing  DOOH ads, creating a dynamic and impactful synergy between the two media. According to a 2022 study by GroupM, mobile-integrated DOOH campaigns were 40% more effective at driving brand awareness and 20% more effective at driving purchase intent

This advanced capability offers exceptional flexibility and value to Displayce customers, enabling them to easily combine DOOH with mobile channels. 

Laure Malergue, CEO and co-founder of Displayce, is enthusiastic about the partnership:

We are delighted to extend our partnership with Locala, offering our customers enhanced capabilities for activation and impact on DOOH campaigns combined with mobile ad placements. We have seen compelling results with our customers, enabling them to reach their target audience more effectively.

Improving DOOH campaigns with mobile retargeting

Christophe Collet, CEO of Locala, also shares his enthusiasm:

This partnership has enabled us to offer our customers a new way of reaching their target audience. Combining our expertise in local activation with Displayce’s expertise in DOOH activation creates a truly integrated solution for our customers.

Recognizing the inherent complementarity of DOOH and mobile as an advertising medium, this partnership amplifies the reach and creative impact of Out Of Home advertising while leveraging the interactivity, targeting and measurement capabilities of mobile advertising.

Combining the reach of OOH with the personalised engagement of mobile is proving to be an effective strategy in increasing brand awareness and attention.

Maroua Clergeon, offline media buyer at Values Media, the agency in charge of the Louvre Hotel Group account, testifies to the success of this integrated approach:

We used Displayce to run a campaign combining mobile advertising and DOOH to increase awareness of Campanile hotel offers among a leisure and professional upper socio-professional category target group, unfamiliar with the brand. By marking out the target’s route via DOOH panels in and around strategic business locations (transport, offices, petrol stations) and via the activation of mobile retargeting, we saw a 58% increase in the campaign’s reach. We were able to reach our target audience with a personalised message, delivering excellent results.

*All the data collected and used as part of these digital marketing operations complies with the GDPR regulations in force in Europe.

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DOOH Retail Media: Displayce, in collaboration with JCDecaux and Unlimitail, activates data from Carrefour Proximité screens in its campaigns

Bordeaux, France, 15 December 2023 – Displayce, a major player in programmatic DOOH (Digital Out-Of-Home) in Europe, is offering new targeting criteria in its buying platform based on sales data from more than 400 Carrefour shops in France. This exclusive data, made available by Unlimitail, will enable advertisers and media agencies to trigger their campaigns in a perfectly affine manner on the JCDecaux digital screens deployed in Carrefour convenience stores.

displayce x jcdecaux x unlimitail dooh retail media offer

Displayce opens up its pDOOH offering to retail media thanks to the JCDecaux x Unlimitail partnership

Thanks to the partnership between JCDecaux and Unlimitail, Displayce now includes anonymized transactional data from Carrefour convenience stores, marketed exclusively by Unlimitail. This data makes it possible to identify the best selling moments for a product category in more than 80 segments (drinks, beauty, food, etc). This new flexible offering makes it possible to target, by shop and by time of day, the most affinity screens for a given product category.

Based on knowledge and analysis of in-store purchasing behavior, the data integrated into the Displayce platform is tangible and 100% anonymous (with no third-party cookies). This integration makes it possible to offer dynamic campaigns in the most affinity shops, at the best times to visit them, and according to the consumption of each product. With an overall volume of almost 2 million impressions available every day, this media activation is designed to drive performance and transformation. In this way, the advertising budget is optimally invested, with precise reporting.

Displayce’s technological innovation and media expertise have propelled the platform to become the pioneer of programmatic DOOH in Europe. The buying platform, designed to optimise the effectiveness, reach and quality of DOOH campaigns, offers media agencies instant access to over one million outdoor advertising screens worldwide. The activation of retail data for the Carrefour proximity format enables Displayce to extend its offer to retail media.

Shopper data / retail media: a unique opportunity for brands?

In France and around the world, retail media is growing steadily and is expected to reach a value of more than 175 billion dollars within five years, with a market share of almost 15%. Positioned as a retail medium centred on the shop, JCDecaux’s urban DOOH Proxi, thanks to the quality of its 2m² screens and their integration in shop windows as close as possible to shop entrances, guarantees visibility and impact for brand campaigns. The 400 points of sale equipped under the Carrefour City, Carrefour Market, Carrefour Contact and Carrefour Express banners were selected for their outperformance in relation to the chain’s average shopping basket (+40% in value) and represent more than one million customers per day. For example, during the festive season, it is possible for a FMCG (fast-moving consumer goods) brand to optimise the distribution of its campaign by activating the most relevant day, times and shops, based on particularly high chocolate sales, whether in terms of volume or percentage of the shopping basket.

At a time of major changes in the digital ecosystem, in particular the end of third-party cookies, choosing the DOOH Proxi urbaine offer on Carrefour screens via the Displayce platform guarantees a high-performance, visible, flexible and contextualised campaign that respects the brand’s attributes.

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Gordon BONIFACIO appointed ‘Head of Sales’ at Displayce to expand UK market presence

London, November 27, 2023 – Displayce, the pioneering platform and specialist in DOOH, is opening its overseas office in London, United Kingdom. Gordon Bonifacio has been appointed as Head of Sales, bringing with him extensive experience in programmatic.

Created in 2014 in Bordeaux, France and with offices in Spain, Netherlands and now the United Kingdom, Displayce stands as the pioneering programmatic demand-side platform for DOOH campaigns, renowned for its technology, expertise, and inventory. With over 1 000 000 connected digital screens spanning across 70 countries, including France, the United States, Netherlands and Spain, Displayce is expanding quickly. The company provides media agencies with the opportunity to instantly buy advertising spaces on digital billboards owned by over 450 media publishers worldwide. With 31 publishers, including JCDecaux UK and with 28 655 screens already available in the United Kingdom, Displayce is thrilled to announce the opening of its inaugural overseas office in London, with the appointment of Gordon Bonifacio as Head of Sales.

Gordon Bonifacio programmatic extensive background

With a robust background in programmatic sales spanning various digital platforms, Gordon possesses a wealth of expertise in sales strategy, business development, and international expansion, particularly in the UK market. Prior to his role at Displayce, he served as the UK Sales Director for Splicky, where he made his initial venture into programmatic Digital Out-of-Home (DOOH). During this role, Gordon collaborated closely with UK agencies and specialists, leveraging his insights to unlock the full potential of programmatic advertising within the Out-of-Home space. His experience and innovative approach have significantly contributed to his success in driving growth and creating strategic partnerships in the dynamic digital advertising landscape.

It’s a privilege to become part of the Displayce team given their history and success in executing international pDOOH campaigns for major brands in Europe and beyond. The Displayce DSP is in a constant state of evolution, continuously integrating new features to provide programmatic DOOH buyers with the tools they need to optimise campaign effectiveness through enhanced automation, real-time data, and comprehensive measurability. I’m excited to see how this space develops as more brands realise the intrinsic value that programmatic brings to the OOH landscape.

Gordon Bonifacio, Head of Sales UK

Setting new standards for programmatic DOOH in the UK

Gordon will serve as a dedicated advocate for the company’s mission to transform the advertising industry. His role involves spearheading strategic initiatives that emphasize collaboration with agencies, media owners, and tech partners. Gordon’s role at Displayce will be to champion the inclusion of programmatic Digital Out-of-Home in all campaign planning processes, empowering agencies and brands to optimize the impact of their media campaigns. He will focus on empowering brands to leverage the innovative combination of creative and data to amplify their brand  and improve performance metrics. His efforts will establish Displayce as the foremost authority in programmatic DOOH campaigns, not only in the UK but also on a global scale, setting new standards and driving innovation in the ever-evolving world of digital marketing.

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