Generative AI and DOOH: Displayce becomes the first advertising platform to use generative AI to create personalised DOOH strategies

Displayce marks a new milestone by becoming the first specialised platform to integrate generative artificial intelligence for recommending personalised DOOH strategies. After a year of research and development, Displayce is launching CampaignAI, an intelligent assistant designed to transform how advertisers and agencies design their DOOH campaigns.

As artificial intelligence tools experience exponential adoption, with global productivity gains estimated at $4.4 billion, advertising agencies rank generative AI among the top four most attractive topics for 2024. Displayce, already a pioneer in using AI for optimising DOOH buys, is taking a new step by integrating generative AI into its programmatic platform, becoming the first to offer such an innovation in this field.

CampaignAI not only simplifies the creation of DOOH campaigns but revolutionises the process by analysing client briefs to generate personalised strategies perfectly aligned with marketing objectives and target audiences. Thanks to this innovation, each campaign benefits from unparalleled precision, relying on personalised and data-driven scenarios. This approach not only improves efficiency but also maximises the impact of advertising campaigns. Platform users are thus free to choose the most relevant recommendation, allowing them to script media plans that reach the audience in the most pertinent contexts – based on location, time of day, and surrounding activities.

“Integrating generative AI into DOOH presents complex challenges, such as managing AI hallucinations that may generate unrealistic strategies and adapting to the specifics of DOOH, including environment, timing, and context of delivery. With my team, we have addressed these challenges by combining the latest advancements in Retrieval-Augmented Generation (RAG), fine-tuning existing models, and our knowledge base accumulated from thousands of DOOH campaigns. Thanks to advanced evaluation algorithms, only the most relevant strategies are selected. CampaignAI is the first component of a suite of AI tools that we plan to enrich to further integrate media, creative, advertiser, and targeting data specifics.”

explains Hayssam Soueidan, Chief Technology Officer of Displayce.

Designed for both advertisers and more experienced media agencies, CampaignAI addresses issues such as: “I want to promote a new bike brand in France” or “What is the best media plan for a watch brand during Black Friday?” Identifying new creative avenues, data sources, targeting, or digital screens is now possible in just a few clicks.

Enter a campaign brief into CampaignAI
From brief understanding, discover suggested scenarios and strategies
Get started and follow CampaignAI step-by-step assistant

With this new solution, the time to create a DOOH campaign is significantly reduced, allowing advertisers and media agencies to focus on strategic vision and client engagement while letting CampaignAI inspire them with personalised, original, and effective strategies.

“CampaignAI is the result of a year of research and development, during which we meticulously analysed numerous briefs and strategies. We found that recommendations often focus on the same panels and audiences, as the volume of audience segments and available panels makes exploration challenging for a human. That’s why CampaignAI stands out by automating these processes while requesting more detailed briefs on campaign objectives in natural language. This approach not only makes DOOH more accessible but also ensures advertising strategies make better use of the vast amount of data now available programmatically for this medium. We are proud to be the first to offer such a solution, paving the way for a new era in digital out-of-home advertising.”

says Laure Malergue, CEO and Co-founder of Displayce.

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Displayce integrates Echo Analytics’ premium POI data for scalable DOOH campaign precision

We’re thrilled to announce a strategic partnership between Displayce, the leading European Demand-Side Platform (DSP) for programmatic digital out-of-home (DOOH), and Echo Analytics, a pioneer in geospatial data solutions. Displayce is the first DOOH demand-side platform to work with Echo Analytics, integrating its premium library of point of interest (POI) data into Displayce’s platform, enabling users to leverage location intelligence for better-targeted and contextualized DOOH campaigns.

What is a point of interest (POI)?

A Point of Interest (POI) is a specific location or area of interest, such as landmarks, attractions, or businesses. Generally, POI includes Point of Sale (POS), which is the location where transactions occur between a merchant and a customer, such as retail stores or online shops.

Why Echo Analytics?

Echo Analytics is renowned for transforming raw, unprocessed PII-free (PII stands for personal identifiable information) data into reliable, GDPR-compliant geospatial datasets. Their data allows companies to gain critical and granular insights without being overwhelmed by data complexity. Echo’s proprietary methodology ensures precision, consistency, and accuracy in their datasets, making them a trusted and preferred partner for our clients seeking high-quality and up-to-date geospatial information. Echo Analytics updates its library, a set of data sorted by category, monthly or on demand to give access to enriched data that goes beyond simple GPS coordinates: 

  • Places data: over 70 million POIs across 195 countries with exact geographic coordinates and thousands of renowned brands from different industries
POI data - displayce

  • Shapes data: providing +90% polygons coverage to define the boundaries of a POI
  • Catchment area data: analyzing aggregated mobility insights to understand customer journeys 

Harnessing precision: the power of premium POI data

The collaboration between Displayce and Echo Analytics empowers agencies and advertisers with premium access to a comprehensive, reliable, and updated worldwide database of POIs, including POS for renowned brands. 

Using catchment areas to improve drive-to-store strategies 

This integration allows agencies and brands to find all relevant POIs for their drive-to-store strategies. More than just targeting point of interest locations, Displayce offers POI’s catchment areas. Catchment areas represent the geographical zones around a POI from which a business draws its customers, which can vary significantly between locations. Malls, for instance, do not all have the same radius for their catchment areas, depending on the location. Integrating catchment areas into the Displayce platform allows for more accurate targeting by reflecting customer behavior. Displayce’ users can choose between defining a radius or using the real catchment area, providing greater flexibility, and precision in their advertising strategies, and focusing on their conversion efforts.

Leveraging foot traffic for growth opportunities

Echo Analytics integration to Displayce DSP also allows for competitive intelligence. Advertisers get easy and quick access to their competitor’s POI and foot traffic. These data are strategic to broadcast on DOOH screens surrounding key points of sales. By doing so, it is possible to target competitors’ POS, identify growth opportunities, and gain market share. 

With this data, advertisers can craft highly targeted, contextualized, and reliable programmatic DOOH (prDOOH) campaigns, ensuring their messages reach the right audience at the right location.

“Providing accurate and comprehensive POI data is strategic for Displayce’s activity. Location-based advertising is a crucial topic in our market and while there are open source solutions and brands that provide their own POI data, industrializing the approach requires a reliable partner. Approximately 70% of our campaigns have a geolocation component. To upgrade the standard of our data points and ensure trustworthiness, we needed a third-party partner rather than relying solely on open-source solutions. Echo Analytics met our requirements and standards.”

Laure Malergue, CEO and co-founder at Displayce

The future of DOOH will happen with PII-free geolocation data. Brands need to know where, when, and how they are investing their budget and we’re thrilled to be part of this transformative experience. Working with Displayce demonstrates the increasing importance of precise and reliable data for location-based advertising and the shift from open-source solutions. We look forward to supporting the success of their platform.

Adam Ejsmont, Co-Founder and Chief Operating Officer at Echo Analytics.

By being the first DOOH DSP to integrate Echo Analytics’ data, Displayce offers an unparalleled advantage to brands seeking precision and reliability in their DOOH campaigns. This partnership represents a significant leap forward in the quality and scope of location-based advertising, ensuring that advertisers can connect with their audience more effectively than ever before.

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Displayce strengthens partnership with Place Exchange and integrates Daooh Network and Exterior Plus in Spain

We are pleased to announce that we have integrated the Daooh Network and Exterior Plus media owners through the Place Exchange SSP. This integration marks a new milestone in our partnership with Place Exchange, thereby enhancing our offering with two additional media owners and expanding opportunities in Spain for our clients.

Daooh Network and Exterior Plus are major players in the field of digital outdoor advertising, and their inclusion on our platform ensures our clients premium locations and diverse formats.

Daooh Network screens are mostly found in stores with over 30 digital panels spread across 14 premium zones in Madrid. Strategically placed near metro exits, traffic lights, bus stops, and department stores, they cover the five districts of Madrid with the highest multiplier effect.

Exterior Plus manages shopping centers, all the urban furniture along the Mediterranean and Atlantic coasts, the airports of Madrid and Barcelona, premium parking lots in Madrid and Barcelona, as well as large format locations across the country. In total, Displayce has integrated 1 268 Exterior Plus screens across key locations in Spain.

Displayce integrates Exterior Plus and Daooh Network

These two additions strengthen our European reach and provide our clients with an expanded network of 1 300 DOOH screens in Spain and a potential of 834 866 impressions, thereby offering increased possibilities for targeted and impactful campaigns.

Our partnership with Place Exchange, signed in November 2023, had already significantly extended our global reach. By integrating Place Exchange, we added 40 new media operators and enriched 14 existing markets, notably in the United States, Brazil, Argentina, Mexico, and Chile. Through this collaboration, we increased our inventory by 10%, bringing our offering to over one million connected digital screens from major media partners worldwide.

By integrating the Daooh Network and Exterior Plus inventories via Place Exchange, we enable our clients to benefit from even broader and more contextual advertising coverage and opportunities. This strategic partnership allows us to continue innovating and providing high-performance solutions that meet our clients’ needs.

Laure Malergue, CEO and co-founder at Displayce

We are excited to deepen our partnership with Displayce, helping them to service their brands and agencies with a larger supply footprint. Daooh Network and Exterior Plus are two fantastic examples of how digital OOH can utilize context-rich locations to reach diverse audiences at scale.”

Ari Buchalter, CEO of Place Exchange
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