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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JCDecaux & Displayce launch the first global airport programmatic DOOH offer

JCDecaux SE (Euronext Paris: DEC), the number one outdoor advertising company worldwide, announces the launch of the first global airport programmatic DOOH offer, a first-of-its-kind solution that empowers brands and agencies to execute targeted, dynamic and contextualised advertising campaigns effortlessly across JCDecaux’s programmatic-enabled airports through the VIOOH SSP (Supply Side Platform) and more than 30 DSPs (Demand Side Platform), including Displayce where it’s already available.

The sheer scale of this programmatic offer provides brands and agencies access to more than 70 million monthly passengers and over 2 billion impressions across a network of over 3,000 screens operated by JCDecaux in major airports worldwide, including 15 of the busiest ones as a start (in the US in Dallas-Fort Worth, Los Angeles and Miami, in Europe in London Heathrow, Paris-Charles-de-Gaulle, Frankfurt, Lisbon, Paris-Orly, Milan-Malpensa, Brussels and Milan-Linate, as well as in Asia-Pacific in Hong Kong, Singapore, Sydney and Macau) (1).

With this unique solution developed by the International Programmatic Council (IPC) at JCDecaux, advertisers gain maximum brand exposure on a global scale thanks to unprecedented access to highly sought-after audiences in a premium environment, while guaranteeing brands transparency and a safe environment in the delivery of their campaigns. This vast reach, combined with JCDecaux’s innovative technology, allows advertisers to engage with their target audiences at critical touchpoints throughout their journey, from departure to arrival, with the right message at the right place and at the right time.

With decades of experience in the outdoor advertising industry, JCDecaux is renowned for its commitment to quality, innovation, and creativity. The new international programmatic offer reinforces its leading position in the industry, highlighting a commitment to creating better advertising campaigns that are more accessible, flexible, and impactful.

This product is an ongoing development, with a dedicated focus on continuous improvement. In the coming months, JCDecaux plans to introduce new features such as airport data targeting, further enhancing the product’s capabilities and providing advertisers with even more powerful tools for their campaigns.

“We are thrilled to unveil the first global programmatic DOOH offer in airports including 15 of the busiest ones as a start, a game-changing solution for advertisers seeking seamless campaign execution. In a period of major changes within the digital ecosystem, this pioneering offering guarantees high-performance contextualised campaigns and marks a significant milestone in the outdoor advertising industry, enabling brands and agencies to tap into the immense potential of programmatic advertising in the airport environment.”

Jean-François Decaux, Chairman of the Executive Board and co-CEO of JCDecaux

Read press release on JCDecaux’ website.

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