DISPLAYCE, first DSP dedicated to DOOH (Digital-Out-Of-Home), reveals the first part of its series of infographics in French on “The DOOH in France”. Based on a survey conducted among a panel of 200 active users of the platform*, as well as statistics disseminated by the IAB, Mad conseil or IPG Media Lab, this infographic aims to deliver some key figures on this media which growing.

 

DOOH, what is it?
The DOOH (Digital Out Of Home) is the advertising broadcast on digital posters outside the home. Integrated into the urban landscape, such as the street, gas stations, highways, shopping centers, hotels, fitness rooms, 40,000 digital posters accompany consumers in their daily journeys throughout the day.

 
The highest growth in 2017
According to an IREP study, the DOOH is the highest growth media in 2017. With 85 million of euro in advertising revenue for the period January/September 2017, the DOOH shows +15.5% growth, placing it at the head of historical media such as TV, radio, press, cinema…

 
An impacting media
For 85% of consumers surveyed, digital posters help to improve the brand image. Appreciated by consumers, it is also popular with advertisers attracted by its many strengths: the innovative video content that it can broadcast, the high rate of memorization observed, commitment to targets in full mobility.

 

Did you know?
DISPLAYCE has a large network of 35,000 digital posters, more than 85% of the French digital inventory!

 

*Statistical data from a survey conducted by DISPLAYCE from October 16 to November 15, 2017 among 200 active users of the platform. Survey conducted via an interactive form sent by email on “The DOOH market in France”.

 

To read the press release (French), click here.

 

DISPLAYCE now offers an innovative functionality: templates, a wide range of pre-defined targeting that allow to set up a campaign within a few clicks.

 

Templates are available directly after creating a new campaign in the “BY CAMPAIGN” tab or by adding a new line item to an already existing one. When the template is loaded, the selected targeting will automatically appear in your line item. You will be able to modify it to adapt perfectly to your advertiser’s specific demands.
 
[Case study] The ski template
 
This template allows you to target mountain lovers during their holidays in ski resorts.
1. Geo-localization: all French ski regions (the Alps, Pyrenees, Auvergne etc..)
2. Point of Interest: 30 km Radius around Ski stations

 

Try it now! Log in to your space.

Irep, Kantar media and France Pub announce the latest result of the media advertising market, the study was undertaken over a 9-month time span from January to September 2017.

 

The 3 quarters of 2017 show a drop-in ad revenues for traditional medias: Radio: – 4,2%, TV: -0,3%, National dailies: -9,4%, Magazine: -11,1%.

Only 3 media are standing out having a substantial growth: Cinema +11,7%, Leaflets without addresses +2,8% and… Digital display with + 15,5%! This trend observed since several quarters allows this media to reach 85 million euros in advertising in the period January – September 2017. To this growth, we must add the increase in the number of advertisers (+2% between January – September 2016 and the same given period in 2017).

This positive dynamic augur a great acceleration for digital display in 2018.

 

To see the whole study: CLICK HERE (FRENCH)

 

This month, DISPLAYCE launches a new feature on its platform: an interactive map allowing instant visualization of the reporting of its campaigns!

 

How does it work?

This new function is available by clicking on the “REPORT” tab and then “BY CAMPAIGN”. A filter system allows you to select different types of display screens, broadcasting context, line items, point of interest (hotspot) and point of sales to visualize in a single map its reporting in an detailed and visual way.

Want to try?

Log-in to your space!

DISPLAYCE, the leading DSP (Demand Side Platform) dedicated to DOOH digital display, has incorporated in its platform IMP MULTIPLY, a standard developed by DPAA, the leading global organization for everything digital out of home. The platform will make it easier to calculate the audience reached by a campaign appearing on digital screens. This standard allows the automated purchasing protocols developed for the Web to be adapted to one of the major features of DOOH. A key development in the worldwide DOOH market!

 

Standards to support the growth of DOOH

Last April, thanks to dynamic exchanges within its ecosystem and meaningful collaboration with Prohaska Consulting, DPAA made available to the players of the DOOH sector the first set of standards for the standardization of the use of programmatics in DOOH. Modelled on the IAB Standard, the purpose of these standards is to facilitate purchasing of this medium, whose effectiveness has been undeniably demonstrated. “We are grateful to have contributed to the development of these first important standards, which encourage and support the growth of the DOOH  market worldwide by making it much easier for leading buyers, sellers, and tech firms to transact,” said Matt Prohaska, CEO & Principal of Prohaska Consulting.

 

DISPLAYCE, a pioneer in integrating the standards

DOOH advertising (PLAY) is unique in offering “one-to-many” delivery (one broadcast = multiple opportunities to see the advertisement), as opposed to the “one-to-one” delivery (one broadcast = one opportunity) of the traditional programmatics industry. IMP MULTIPLY is a coefficient that allows this feature to be taken into account. Using this new standard, publishers can now indicate, for each screen, the number of people likely to see each advertisement broadcast.

As DOOH advertising continues its strong growth across the globe, DPAA is please to help accelerate this growth with our work in developing the DPAA Programmatic Standards,” said Barry Frey, President & CEO of DPAA. “Programmatic trading is an important element in the advertising ecosystem and we are pleased to see its growth with innovation from DPAA Member companies like DISPLAYCE.”

 


 
An acceleration in the adoption of programmatic

“DPAA and Prohaska Consulting have done remarkable work that has accelerated the adoption of programmatic by all of those involved in DOOH. These standards, particularly IMP MULTIPLY, which we immediately incorporated into our platform, represent significant progress for the DOOH market. These standards will help us work closely with publishers to measure each screen’s audience as accurately as possible and thus lend credibility to this new medium’s advantage by offering increasingly more reliable targeting data and automated reports to trading desks”, says Laure Malergue, the Founder and CEO of DISPLAYCE.

A player in the DOOH market, DISPLAYCE will take part in the upcoming New York Digital Signage Week, from October 30th to November 3rd.  This presents an opportunity for the DSP to discuss and exchange with its American and European equivalents concerning these new standards and identify new opportunities for growth.

The DISPLAYCE DSP is optimizing your campaign performance by introducing new decision-making tools on its platform. These functionalities make it possible, among other things, to automatically adjust the buying strategy according to the budget and optimise the inventory selections.

 
SAVING TIME
Validate campaigns in just a few clicks.
 
OPTIMIZING TARGETING
Adjust the buying strategy when validating the campaign.
 
MAXIMIZING POTENTIAL
New tools to aid decision-making.
 
DISPLAYCE:
> Has an inventory of 35K digital display panels
> Provides access to more than 12 different types of screen
> Offers ultra-precise targeting to optimise panel purchases
> Implements campaigns within 48 hours
> Activates unique data for all screens
 

Seven months after raising capital, DISPLAYCE, the leading programmatic platform dedicated to digital displays (DOOH), is moving full steam ahead. With a large inventory comprising more than half of all digital display panels in France and 85% of French trading desks (Amnet, Publicis, etc.) using the platform, the recent start-up is striving to establish its position as leader in France and expand its platform in the European market.

 

Maintaining its position as leader in France

Over the last 12 months, DISPLAYCE has provided 6,500 campaign estimates. Market penetration has been very fast, with advertisers fully appreciating the opportunity of integrating this media in their communication plan, alongside other traditional media. Attracted by the relevant targeting and speed at which campaigns can be implemented (within 48 hours), advertisers such as Hôtel F1, Bouygues telecom, Crédit Agricole, EDF and Intersport have seized the opportunity offered by DOOH and have noticed its impact. With a recall rate 30 points higher than traditional media, digital display panels really capture the attention of consumers while waiting or on the move.

 

Developing the business in Europe

The digital display market is expanding rapidly in Europe. The United Kingdom, Germany, Spain, Ireland and Switzerland dedicated between 8 and 31% of their display budgets to DOOH in 2016 and this trend is set to rise in 2017. Last April, by forming a strategic partnership with adsquare, a key player in mobile audience data in Europe, DISPLAYCE has opened up these new markets and is proposing a new offer that combines mobile and digital displays, two very complementary mobility media.

 

Doubling its workforce by the end of 2017

To support the growth of its business in France and in preparation for its European expansion, DISPLAYCE is strengthening its commercial, technical and R&D teams with the recruitment of permanent staff: beginners and those with experience. Laure Malergue, Founder and CEO adds: “After a phase of consolidation for the platform, we anticipate many developments, such as the addition of new data partners and new functionalities in targeting. To maintain our position as leader in France and develop the platform in the European market, we are planning to double our workforce over the next 6 months, from 7 to 15 people.”

New edition of the London Digital Signage Week organized by Daily DOOH from 8th to 12th May 2017!

 

London Digital Signage Week is a full week event in London for anyone in digital signage, interested in retail, employee communications, smart cities and digital out of home. This year, our team will participate to “Programmatic Buying and Marketplace Workshop” on May 10th pm. This workshop will be centred around three debates. Each debate is aimed at helping educate all involved in the programmatic buying and marketplace landscape.

 

Let’s meet us! To take an appointment with Laure Malergue, CEO (DISPLAYCE): laure.malergue@displayce.com

 

To find out more regarding the event: click here

Displayce, the first programmatic platform for digital posters (DOOH), is forging a strategic partnership with adsquare, the leader in mobile audience data. This agreement will allow, for the first time ever in Europe, any single audience segment to be activated for both mobile display and DOOH campaigns.

 

Optimise the impact of a campaign on a target audience

“We started from the finding that: 62% of the DOOH programmed campaigns that we have displayed were also rolled out on mobiles. However, until now there was no automated solution allowing you to create a single audience segment and activate it simultaneously on two DSPs dedicated to these two media channels. Our clients want to be able to optimize their budgets and save time when creating their cross-media campaigns,” says Laure Malergue, founder of Displayce.

Mobile and DOOH (posters installed in high-traffic areas such as shopping centres, highway facilities, etc.) are two perfectly complementary media channels; they allow you to capture consumers on the go, outside of their home, on their daily commute, to show them smart messages adjusted to both context and location. Therefore, it was essential to incorporate a technology that could use common data to both media channels.

 

Qualify in an automated way more than 30,000 digital posters with tailored segments

Thanks to the solution rolled out by Displayce and adsquare, advertisers can compose their audience segment on adsquare’s self-service Audience Management Platform, choosing from thousands of sociodemographic, consumption and movement attributes. Then they can activate their audience segment on the Displayce DSP adding all the qualification criteria for display panels, such as formats, geolocation or contextualisation.  In this way advertisers can maximize the broadcasting of their mobile campaigns to any single audience by accessing a new DOOH inventory (over 30,000 digital panels).

For Vincent Tessier, adsquare’s VP Demand EMEA: “Mobile is THE mobility media, and the synergies with DOOH are obvious. We are delighted by this integration with Displayce technology, which makes now activations between DOOH digital posters and mobile display simple and easily actionable. We believe this premiere in Europe is a step forward for our industry and for the future of omnichannel programmatic advertising.”

DISPLAYCE, a programmatics specialist dedicated to DOOH, has raised 850,000 euros to accelerate its technological development. The start-up plans to recruit new collaborators.

 
Today, only 8% of France’s advertising revenue for advertising displays is generated by digital, compared with 31% in Great Britain and 40.8% in the United States.

DISPLAYCE wishes to address this delay with its programmatic advertising platform dedicated to digital display. Founded in 2014 by Laure Malergue and Marie Gaestel, this platform allows advertisers to create geolocation-based, contextual campaigns, thanks to a fleet of 28,500 digital signs located in shopping centres, local businesses and on French roads.

The young company announced today that it has completed its first funding round, securing 850,000 euros from the funds 3A Venture, Boss Corp, and Finaqui, as well as Aquitaine Amorçage, the Nouvelle-Aquitaine region, Bpifrance and its historical investors Bordeaux Unitec and Aquitaine Développement Innovation.

This funding will allow DISPLAYCE to accelerate the technological development of its platform to eventually make it accessible to the entire programmatics ecosystem. Now composed of 7 collaborators, the start-up plans to recruit 5 new faces by early 2017 to support this development.

DISPLAYCE’s beta version, launched in 2016, has already attracted the interest of a dozen networks, who have entrusted the programmatic advertising of their stock to the start-up. Its 28,500 digital signs represent the possibility of 21 million views per day, the start-up says.

hotelF1, the leading low-cost hotel chain in France and a brand in the AccorHotels Group, has launched its “CityTrip” Instagram campaign with physical advertising.

 
The 100% programmatic campaign envisioned by hotelF1 and Amnet involves targeted digital advertising (DOOH), as well as mobile broadcasting around the chain’s hotels and a measurement of the physical traffic to the hotels following the campaign.

“We are very pleased to mark this French first for the hotelF1 brand. Constantly in search of the most agile, innovative strategies to reach our current and future customers, this strategy won us over as it allows us to implement our CityTrip campaign in a new format that is both high-impact and targeted,” says Laura Degracia, hotelF1’s Digital Marketing Manager.

“Due to its concept and advertising preferences, hotelF1 was the perfect first advertiser for this programmatic DOOH test. This collaboration is even more savvy and exciting given that the envisioned campaign involves both digital display and mobile activation, while also measuring the physical traffic generated following the campaign. We’re excited to share the preliminary results,” adds Marie Le Guevel, General Manager of Amnet.

“We would like to thank Amnet and hotelF1 for their trust in our technology for this campaign. We are sure that it will become a best-case on the advertising market,” Laure Malergue, the CEO and founder of DISPLAYCE, concludes.

Laure Malergue is the founder of DISPLAYCE. The company is an SSP with a fleet of 26,000 digital screens in France, within five indoor and outdoor display networks, for programmatic sales. Its solution has been operational since early 2016.

 

What does programmatics have to offer for exterior digital display advertising?

Firstly, programmatics makes it possible to target an audience in real-time using automation. It also widens agencies’ playing fields by offering them different types of networks that cover their advertisers’ targets. For exterior display, there are the very large networks, part of whose fleets are digitized, and the pure players, such as those that are connected to newsagents’ cash registers, gas stations or companies with a fleet of screens in bars and restaurants. Programmatics makes it possible to purchase different spaces, as well as to create more intelligent messages, targeting them depending on the weather or the results of a sporting event for example, and by creating a package. Programmatics can also be used to measure data and provide feedback in real-time.

 

Who are the intended advertisers?

All advertisers whose strategies involve an attractive environment or tactical targeting around points of interest: in our geolocalised database, we have 80,000 points of interest such as cinemas, schools, museums etc. These advertisers often include travel agencies, real estate agencies, retail chains, or brands organizing an event in a city. For example, we have worked with a land developer wishing to target areas within a 1.5km radius around its new developments. The advertisements displayed the development’s name and location. There are no technical programmatics prerequisites for advertisers: generally speaking, they provide a budget, a time period and an idea of the geolocalisation. If they wish to organize a campaign around their store, they simply need to give us its GPS coordinates. Finally, they provide a creation, which we adapt ourselves for the different display screen sizes.

 

Is the market structured?

It is an emerging market: in France, only 8% of display is digitised, but this number is growing by 25% per year according to Irep. However, according to a study by the Digital Place-Based Advertising Association (DPAA), traditional media is experiencing the highest programmatics penetration rate: 40% in 2018, compared to 17% for TV. The market is becoming more structured: for example, we have implemented a CPM system for display, which takes into account the screen size, the audience and the quality of the location. Previously, display advertising had been purchased in packs, such as the “Ile-de-France” pack, for a given period. Our technology allows us to keep track of the impressions displayed on each screen, enabling advertisers to purchase them by the unit. We are also working on a “contact” CPM (that counts the number of people exposed to the advertisement). A new ecosystem is in the works: in a system where cookies are not tracked, we must recreate programmatics tools and adapt the OpenRTB protocol, which cannot be directly transposed. We are involved in the structuring of a programmatics ecosystem for digital display where specialized players and the existing Web players will coexist.

The Amnet Trading Desk has decided to pre-test the Data targeting proposed by Adsquare via the connection of hundreds of segments to the DOOH programmatic buying platform, DISPLAYCE. The platform, which has an inventory of 26,000 screens in France in five unspecified display networks, enables the programmatic control of contextual, geolocalised campaigns.

 

Amnet may be used to target audiences based on centres of interest, location types and points of sale, with multi-screen display, including mobile screens. “We have been waiting for this technological advance for some time, and DISPLAYCE is finally offering the solution we were looking for. The display networks are, naturally, very enthusiastic; we have been in discussion with many of them to find a stable programmatics solution, and it’s now here,” says Marie Le Guével, Amnet’s Executive Director. Posterscope, the specialized exterior communication network of the Dentsu Aegis Network Group, will support Amnet in the recommendation and deployment of these new devices.