Displayce and Happydemics announce a strategic alliance and launch the first fully automated programmatic DOOH post-test available in 40 countries!
Displayce is the first French technology platform that allows you to buy advertising space in real time on over 500,000 digital display screens. Happydemics is the leading market research technology that automates and reinvents market research by surveying 4.8 billion individuals directly in the course of their media consumption. Two years of R&D collaboration between these two ultra-specialist players have resulted in a solution that is unique to the European market: the integration on the Displayce platform of an independent quantitative research service controlled by Happydemics, to measure and monitor actual performance of DOOH campaigns throughout the world with full transparency.
The Happydemics technology platform is connected to consumers right around the world, surveying them through their daily consumption of digital media. This innovative post-test methodology offers a degree of representativeness and freshness of data collection previously unseen in the sector. This solution, directly integrated into the Displayce platform, aims to measure key KPIs for monitoring actual performance of DOOH campaigns on awareness criteria, including rate of memorability, brand attribution and impact on consideration and purchase intention. Using a questionnaire specifically designed for this programmatic DOOH, with exposure points communicated via APIs developed between the 2 platforms, audiences exposed to a campaign rate the impact of campaigns seen on their daily travels, such as in the street, shopping centres, stations, airports, etc.
“Advertisers need practical, reliable indicators of advertising effectiveness but also require simplicity and responsiveness. Our APIs reconcile these two needs, delivering useful KPIs on a continuous basis to advertising companies such as Displayce. By conducting thousands of post-tests on a daily basis, we put these results into perspective, comparing them with benchmarks in over 12 industries to ensure measurements are as accurate as possible. This partnership demonstrates Displayce’s drive to position itself as one of the most transparent players on the market,” explains Tarek Ouagguini, co-founder and CEO of Happydemics
“It was of utmost importance to us to choose an automated third-party measurer, fully integrated into our platform, to manage the quantitative research on our clients’ DOOH campaigns. In our view, this is the best solution to date to guarantee data objectivity and address a representative and truly targeted panel for each campaign,” says Laure Malergue, CEO and founder of Displayce.
The mass rollout of this solution means the platform’s users can launch a study of their DOOH campaigns simultaneously on all advertising networks in 40 countries. This is a way of facilitating its widespread use, especially as research studies are invoiced on a CPM basis to ensure they are fully accessible. In order to guarantee maximum responsiveness, the results of each study are available on the Displayce platform through the connected APIs as soon as the campaign ends.
These two years of research and technological developments by the pioneering teams at Happydemics and Displayce have already helped establish a programmatic DOOH benchmark to give users of the platform a reliable reference framework for each criterion: memorability, consideration, purchase intention and brand attribution. Such data enable users to track the performance of their campaigns over time and measure them against similar campaigns for greater analysis of their actual performance.
“In addition to the relevance of this benchmark for our clients, we have been able to objectively observe the positive impact of a DOOH campaign on brand image. In particular, the data indicate a striking result regarding consideration given to the brand. After an individual in the target audience is exposed to an ad on a digital billboard, their consideration for the brand increases by 16%, i.e. 3% more than with an ad shown on TV and 4% more than with a digital ad*. It should also be noted that exposure to a DOOH campaign results in a 12% increase in the positive image of the associated brand as regards its modernity,” says Laure Malergue in conclusion.
*Data from Happydemics’ cross-channel benchmarks.