Real-time buying only on DOOH panels over weighted by the target

as soon as the UV index was above 3

Objectives

Gain awareness through an ultra-targeted device

Location –

Belgium, targeting major cities

Partners

Robert & Marien; JCDecaux, Clear Channel; VIOOH, Broadsign

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The Foundation against Cancer plays an important role in three domains : scientific progress, support for patients and their families, and screening and prevention.

In this campaign, the Foundation against Cancer and Robert&Marien programmatically purchased DOOH screens from JCDecaux and Clear Channel Belgium. Targeting on the Displayce DSP allowed the selection, in pre-bid, of a UV index trigger (index of 3 or above)


Screens were bought only when UV index was reached in real time. This campaign was specifically viewable between 12 p.m. and 4 p.m, when sun rays were the strongest.

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Jellyfish, an innovative marketing company integrating creativity, data and technology to improve the performance of the world’s biggest brands, chooses Displayce, the first French technology platform (DSP) that enables real-time purchase of advertising space on more than 500,000 digital display screens, to facilitate and optimize the purchase of digital panels from several SSPs (Supply-Side-Platform), and to measure the effectiveness of the campaign for Orange Bank. This campaign is part of a strategic cross-leveraged DOOH and display awareness plan, managed by Jellyfish teams for Orange Bank.

A campaign broadcast on 1383 digital panels, optimized in real time.

From December 15 to 24, 2021, the French online bank’s videos were displayed on 1383 digital panels located outdoors, in shopping malls and in store windows. Jellyfish chose a partner specialized in DOOH – Displayce, to simplify its connection to the most strategic digital panels and optimize their purchase from two major publishers: JCDecaux on the VIOOH SSP and Imediacenter on Vistar Media. 8 million impressions were thus delivered to reach the Orange Bank target audience with precision. Thanks to programmatic DOOH, the campaign was optimized in real time according to the time of day and the number of visitors around the screens, in order to ensure ultra-targeted distribution in relation to the advertiser’s target contact points.

A strong gain in awareness for Orange Bank generated by this programmatic DOOH campaign

For this campaign, effectiveness was measured using features such as the “programmatic DOOH post-test” solution developed in partnership with Happydemics. Integrated directly into the Displayce platform, this solution aims to measure key KPIs to monitor the real performance of DOOH campaigns on awareness criteria: memorization rate, brand attribution, impact on consideration or purchase intention. The Orange Bank campaign generated 24 awareness points with the Happydemics methodology and showed that 49% of consumers, after being exposed to the campaign, showed a positive intention to learn more about the Orange Bank offer.

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.