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.