It is not easy for a media whose specificity is “out of home” to maintain attractiveness in full confinement. How to enhance the value of a digital panel located in a closed or deserted area? This is the challenge faced by Displayce, a technological platform specialising in advertising on digital panels. A challenge that has made it possible to further reveal the sharp expertise deployed over the past 6 years by the company’s DOOH experts. Mastery of programming, RTB (Real Time Bidding) campaigns internationally, and a large network of nearly 95,000 digital panels: all of which have enabled the brands to benefit from targeted communication, with messages adapted in real time, in line with the latest developments in the news.

Outdoor advertising lacks attractiveness between March and May.

DOOH (Digital-Out-Of-Home) is one of the media heavily impacted by the COVID-19 crisis, due to an activity that was idle for several months during the first containment. This media has indeed recorded a record drop of -42.5% (Q3 2020 vs. Q3 2019) according to the BUMP Barometer recently published by IREP. It is not surprising for an activity based on the “Out-Of-Home”, that containment has not made it easier. The digital screens placed in the streets, transport and sports halls were deserted. So what is the point for advertisers to communicate on these media? Displayce, the Demand-Side technology platform designed to optimise the purchase, impact and quality of advertising campaigns on digital out-of-home billboards, felt this very clearly. From one day to the next, its activity came to an abrupt halt, with the cancellation of all the campaigns in progress.

A second wave in which ultra-targeting and flexibility were decisive.

Unlike the first containment, Displayce did not record any campaign cancellations on the second containment. Thanks to the positive experience of the recovery (between June and October), its customers directly activated their campaigns by zone, allocating their budget to the universes and countries that remained open. For example, digital panels located in shopping centres, tobacconists, or drives had a greater impact.

“The DOOH media, coupled with programmatic and RTB technology, allows communication of rare flexibility and power. Messages can be adapted in real time, according to the zones and countries activated at the pace of the news. Thanks to our technological expertise in this media and our very wide distribution network, we have been able to accompany our clients from the very first confinement, to provide them with measured, targeted and adapted communication. These 6 years of R&D and partnerships concluded with the main national and international billboard companies have enabled us to end this very hectic year of growth. A strong signal for our teams and our sector, which encourages us to continue our technological developments and our collaborations with our international counterparts to continue to reveal the DOOH media”.concludes Laure Malergue, Founder and CEO of Displayce.

The American company Vistar Media, a global provider of technologies dedicated to programmatic DOOH, has joined forces with DISPLAYCE, the French Demand-Side Platform (DSP) specialising in Digital-Out-Of-Home, to launch the first RTB Open-Exchange dedicated to OOH on the French market.

Thanks to this new collaboration with Vistar Media’s Supply-Side Platform (SSP), DISPLAYCE is evolving its offer, which until now had been offering automated guaranteed transactions via “Open direct” and real-time transactions via “Open RTB” on its Private Market Place (PMP). By accessing the Open Exchange RTB, it delivers on the true promise of the program: letting data and audiences drive media buying decisions, providing powerful results for advertisers and significant additional revenue for publishers.

“Over the past few years, out-of-home networks around the world have matured the idea of making their inventory available on an Open Exchange through an SSP. In 2020, despite a difficult context, DOOH has maintained strong growth. In view of this, it is more important than ever to activate the DOOH programmatically. Thanks to our partnership with Displayce, whose purchasing capabilities in the display industry are very advanced, we are convinced that France will experience the success we have already experienced in America, Asia and EMEA,” says Chris Allison, Director of DSP Partnerships at Vistar Media.

“The French market is ready to take another step forward in the field of digital signage. We have already had enormous success with our automated system guaranteed for 5 years, launched the RTB last year and have established excellent relations with the entire market. We look forward to working with the Vistar Media team and leveraging their market leading SSP technology to bring Open-Exchange to France”. concludes Laure Malergue, Founder and CEO of DISPLAYCE.

About Vistar Media:

Vistar Media is the world’s leading provider of software solutions for digital signage (DOOH), offering a Full Stack programmatic ecosystem for DOOH. Vistar Media’s supply-side platform enables vendors to easily market their digital signage inventories, while using intelligent data to improve media performance. Vistar’s SaaS solutions (Unified Ad-server and Cortex for device and content management) provide technology to enterprises for monetizing and operating digital signage networks at any scale. With its global reach, direct platform integration, data partnerships and comprehensive technology stack, Vistar Media continues to drive innovation and growth throughout the digital signage industry. Founded in 2012, Vistar Media is headquartered in New York and has operations in the United States, Canada, the United Kingdom, Australia and New Zealand.

About Displayce:

DISPLAYCE is France’s leading Demand-Side technology platform designed to optimise the purchase, impact and quality of advertising campaigns on Digital-Out-Of-Home billboards. Thanks to this specialist programmatic platform, Trading Desks have one-click access to the largest digital inventory in Europe, with more than 80,000 screens. This enables them to maximise their advertisers’ branding campaigns in premium formats within targeted environments and with a mass audience. This proprietary Artificial Intelligence-based technology offers real-time automated buying, a differentiating data set for powerful targeting, optimisation of campaign impact and integrated uplift measurement. With its geo-centric DMP (Data Management Platform) based on in situ data collection, DISPLAYCE participates in a cookieless, high-performance and audience-friendly advertising. Founded in 2014 by Laure Malergue and Marie Gaestel, DISPLAYCE’s head office is in Bordeaux.

After one year of managing advertising campaigns on digital panels in Real-Time-Bidding internationally, the teams of DISPLAYCE, the 1st French Demand-Side Platform specialised in DOOH, have been able to analyse the specificities of this buying method on this still new media. The platform was one of the first European players to enter this field, convinced by the very clear trend observed across the Atlantic. The IAB announced that in 2019, programmatic advertising will account for 40% of the DOOH’s $10 billion advertising revenue in the United States. Today, DISPLAYCE benefits from a full year of experience, during which it has made technological and strategic developments to meet the brands’ needs for reactivity, competitiveness and efficiency.

Access to a worldwide ultra Premium inventory of 95,000 digital screens and more than 200 private deals.

“From a single platform, we now offer access to an exhaustive inventory of 95,000 digital screens, nearly 70% of which are available internationally: USA, UK, Germany, Italy, Spain, Belgium, Switzerland via our connections to the 2 Supply-Side-Platforms Viooh and Broadsign, and to more than 90 poster networks, including the world’s largest outdoor advertising players (JCDecaux, Clear Channel, Exterion Media, Primesight, Lamar…). This enables us, for example, to offer digital panels in real time with a very high impact, such as those in New York’s Time Square, London train stations or San Francisco airport. In addition, we have continued to roll out our exclusive connections in France to more than 20 DOOH agencies, which allows us to have an exclusive inventory at the national level”. says Laure Malergue, Founder and CEO of DISPLAYCE.

It should be noted that the DISPLAYCE teams quickly deployed a specialised team to “open deals” with each advertising sales house, in order to facilitate live purchases. Indeed, in order to access the inventories of the various players, advertisers normally have to sign agreements with each of the agencies concerned. This mechanism can prove to be a hindrance for many advertisers. In 1 year, DISPLAYCE has negotiated and opened more than 200 private deals to allow its customers to buy instantly from its unique platform. A team of Traffic Managers also assists Traders on the purchase of this new media.

Real-time optimisation tools to give brands more flexibility.

In addition to access to a large global premium inventory, DISPLAYCE customers can optimise their campaigns across multiple countries in real time. The trading desk experts have the possibility to modify the budget allocation between the broadcast environments in each country several times during the campaign, according to the reports obtained live. Thanks to a “triggering” solution, the advertiser can buy space only during key moments. For example, a sponsor will only communicate when its team scores a goal, or a meals-on-wheels delivery service will display its messages just when a road congestion occurs. Also, a dynamic campaign optimisation system allows the advertiser to change some of its messages live. For example, a shop can communicate about the immediate availability of its products and their prices. This flexibility has become essential to optimise its campaigns in real time, especially in a context of strong post-confinement uncertainty.

Zoom on Air Corsica, an example of multi-country campaigns piloted in RTB.

In February 2020, the airline Air Corsica chose to deploy a DOOH campaign to increase its brand awareness in the main cities departing from Corsica: Brussels, Nice, Marseille, Lyon, Toulouse and London. More than 1,500 Premium digital panels were activated from the DISPLAYCE platform to ensure high visibility for the airline company between the various city centres and airports in these three countries: in London stations, major roads on the outskirts of Brussels, shopping centres in France… Thanks to the RTB, the campaign budget was optimised by purchasing the panels in real time where the crossroads of the travelling public was the most massive. In total, more than 50 million impressions were made! By following travellers throughout their journey, the impact of the campaign was maximised, with a direct and immediate link to increased air ticket bookings.
In June, as soon as Corsica’s airports reopened, the company decided to roll out a new DOOH campaign in Belgium and France and was able to take advantage of the platform’s ultra-flexibility to adapt its communication to the changing news.