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.

DISPLAYCE, the French DSP specialising in DOOH (Digital-Out-Of-Home), publishes an infographic on the evolution of DOOH buying in France.

It follows a survey of multi-media agencies, independent trading desks and agency trading desks conducted between 15 March and 19 April 2021.

The study reveals that 79% of DOOH buyers will be using RTB programmatic by the end of the year and prefer a specialist DSP. Furthermore, 84% of buyers plan to increase their DOOH investments in the next 6 to 12 months.

“Easy to deploy and ultra flexible, programmatic DOOH is particularly well suited to the fluctuating context we have been experiencing for several months. Its strong capacity to reconcile precision, agility and hyper-localized mass communication, make it an ally of choice for brands and agencies. The data from the survey suggests a strong recovery in the coming months,” concludes Laure Malergue, Founder and CEO of DISPLAYCE.

Gamned! called upon Displayce’s expertise, the Demand-Side-Platform (DSP) specialised in DOOH (Digital-Out-Of-Home), to activate a major branding campaign in German-speaking Switzerland for the e-merchant QoQa. Deployed on an ultra Premium inventory of digital panels located in the streets and railway stations of several major cities, the campaign generated more than 5.3 million impressions and resulted in a 32-point increase in positive brand perception.

Last autumn, Gamned! ran a DOOH campaign in non-guaranteed programming on behalf of QoQa in targeted cities in German-speaking Switzerland, including Zurich, Basel, Bern, Winterthur and Luzern. Gamned! used the specialised Displayce DSP to ensure efficient management. It was thus able to manage from a single platform the distribution of the campaign on the Premium screens of the two prestigious publishers APG-SGA (for the digital screens located in SBB stations) and ClearChannel (for the digital screens in the streets), via 2 different Supply-Side-Platforms: Viooh and Broadsign. Another major advantage: Gamned! was also able to ensure the visibility of the campaigns to a massive audience by reallocating budgets in real time according to the most frequented areas.

“In order to offer QoQa maximum flexibility, we opted for a 100% non-guaranteed programmatic approach, a first in Switzerland for such a large campaign. Traditionally, we use a space reservation approach that comes close to guaranteed programming. If we are certain to deliver the campaign, we lose flexibility. It is this flexibility of being able to broadcast on hundreds of screens and according to schedules that explains the choice of a 100% non-guaranteed programmatic approach. This allowed us to optimise the campaign’s broadcasting and its effectiveness.” explains Pierre Berendes, Managing Director of Gamned! Switzerland.

“QoQa is a 100% digital player and this was our first large-scale offline campaign. It was therefore only natural that we should approach this opportunity with the habits and advantages that we enjoy with digital. Gamned!’s DOOH approach convinced us with its flexibility, cost control and results measurement.” Mathieu Pereira, Head Of Digital Marketing at QoQa, adds.

“Campaigns like QoQa’s can be imagined and executed with more precision thanks to the technical advantages of programmatic DOOH. By using specific data, advertising messages are delivered exactly when they are relevant to the target group. Thanks to programmatic booking between suppliers and fully automated negotiation, campaigns are even more flexible and visible more quickly. The progress of the campaign can be better monitored on the client’s side and continuously adapted to the communication objectives thanks to various targeting options,” explains Michael Pevec, Head of Programmatic & Automation at APG |SGA.

“With the connection to Broadsign Reach, Clear Channel Switzerland has the opportunity to work with a large number of DSPs in Switzerland and abroad. Together with Displayce and Gamned, we have already carried out our first tests a year ago and we are very pleased to be able to implement this campaign together”, adds Kathrin Petrow, Head of Product Management & Data Analytics at Clear Channel Switzerland.

Displayce has specific integrated measurement tools to monitor the performance of each campaign, which can be activated on a CPM basis from the DSP. This has enabled Gamned! to access detailed reporting to measure the media quality of the campaigns deployed (quality of the image, relevance of the context, intelligibility of the message, etc.) and the uplift on the brand’s branding. The collection and analysis of this data showed that 50% of the people who saw the campaign showed a positive intention (wish to test the product or to visit the site). Also, the campaign generated a 32-point increase in positive brand perception among consumers who were not yet customers of the brand.

“We are very happy to be actively participating in the democratisation of DOOH with international programmatic experts such as Gamned! The partnerships we have had for years with national and international publishers now allow us to offer easy access to a very large inventory of over 95,000 screens. Our expertise in managing DOOH campaigns in several countries is also a strong asset for managing very large-scale campaigns,” says Laure Malergue, Founder and CEO of Displayce.