After 2 years of R&D, the DOOH Demand-Side Branding Expert Platform unveils 5 technological breakthroughs to meet the reactivity, competitiveness and efficiency needs of brands that are increasingly turning to this high-impact media.

“Dans une période post-confinement où les Français cherchent à renouer du contact social, les marques ne peuvent se contenter de communiquer uniquement sur les écrans personnels», estime Laure Malergue, fondatrice et CEO de Displayce, la première DSP intégralement dédiée à l’affichage digital. « Pour donner vie à une marque, incarner des valeurs sociétales, il est indispensable de communiquer dans la rue, là où les gens interagissent directement entre eux ».

Building on its five years of expertise in the field of digital out of home (DOOH), Displayce offers five technological breakthroughs that make DOOH a must-have for the autumn of 2020.

  • Worldwide inventories, in RTB. “I am proud to be able to offer my clients large, premium and global inventories in real-time bidding (RTB),” says Laure Malergue. Displayce’s inventories bring together 90 display networks, including the world’s largest outdoor advertising companies (JCDecaux, Clear Channel, Exterion Media, Primesight, Lamar, etc.), representing 95,000 screens in the United States, Great Britain, Spain, Germany and, of course, France (one-third of the total). “We have opened more than 200 private deals in order to enable instant purchase in our Private Marketplace”, adds Laure Malergue.
  • Video CPMs on the DOOH, really competitive. “With a CPM Impression of 7.23€, digital signage is more competitive than connected TV (18€) and even video (9.54€)”, says Displayce’s founder.
  • Live messages, “at scale”, without specific developments. Displayce offers a triggering solution that allows the advertiser to buy space only during key moments. A meals-on-wheels company can communicate as soon as road traffic is saturated or a sponsor as soon as its team scores a goal… Via Dynamic content optimization (DCO, dynamic campaign optimisation), the advertiser can also modify part of the message live (for example, in retail to communicate on product availability and prices).
  • A measure of the branding impact, from 20 K€. The tools developed by Displayce also allow you to measure the impact of an outdoor campaign on your brand’s branding KPIs, starting from a budget of 20 K€. “The Brand Lift Survey is a new-generation post-test”, which can be activated at CPM, and which makes it possible to measure and monitor the increase in four items (awareness, positive image, interest and consideration) on the platform,” emphasises Laure Malergue.

“The program – which combines flexibility, immediacy and measurement – offers the flexibility and efficiency needed to optimise campaigns in real time in a context of high post-confinement uncertainty,” concludes Displayce’s CEO. Go Outdoor!

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

 

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