After one year of managing advertising campaigns on digital panels in Real-Time-Bidding internationally, the teams of DISPLAYCE, the 1st French Demand-Side Platform specialised in DOOH, have been able to analyse the specificities of this buying method on this still new media. The platform was one of the first European players to enter this field, convinced by the very clear trend observed across the Atlantic. The IAB announced that in 2019, programmatic advertising will account for 40% of the DOOH’s $10 billion advertising revenue in the United States. Today, DISPLAYCE benefits from a full year of experience, during which it has made technological and strategic developments to meet the brands’ needs for reactivity, competitiveness and efficiency.

Access to a worldwide ultra Premium inventory of 95,000 digital screens and more than 200 private deals.

“From a single platform, we now offer access to an exhaustive inventory of 95,000 digital screens, nearly 70% of which are available internationally: USA, UK, Germany, Italy, Spain, Belgium, Switzerland via our connections to the 2 Supply-Side-Platforms Viooh and Broadsign, and to more than 90 poster networks, including the world’s largest outdoor advertising players (JCDecaux, Clear Channel, Exterion Media, Primesight, Lamar…). This enables us, for example, to offer digital panels in real time with a very high impact, such as those in New York’s Time Square, London train stations or San Francisco airport. In addition, we have continued to roll out our exclusive connections in France to more than 20 DOOH agencies, which allows us to have an exclusive inventory at the national level”. says Laure Malergue, Founder and CEO of DISPLAYCE.

It should be noted that the DISPLAYCE teams quickly deployed a specialised team to “open deals” with each advertising sales house, in order to facilitate live purchases. Indeed, in order to access the inventories of the various players, advertisers normally have to sign agreements with each of the agencies concerned. This mechanism can prove to be a hindrance for many advertisers. In 1 year, DISPLAYCE has negotiated and opened more than 200 private deals to allow its customers to buy instantly from its unique platform. A team of Traffic Managers also assists Traders on the purchase of this new media.

Real-time optimisation tools to give brands more flexibility.

In addition to access to a large global premium inventory, DISPLAYCE customers can optimise their campaigns across multiple countries in real time. The trading desk experts have the possibility to modify the budget allocation between the broadcast environments in each country several times during the campaign, according to the reports obtained live. Thanks to a “triggering” solution, the advertiser can buy space only during key moments. For example, a sponsor will only communicate when its team scores a goal, or a meals-on-wheels delivery service will display its messages just when a road congestion occurs. Also, a dynamic campaign optimisation system allows the advertiser to change some of its messages live. For example, a shop can communicate about the immediate availability of its products and their prices. This flexibility has become essential to optimise its campaigns in real time, especially in a context of strong post-confinement uncertainty.

Zoom on Air Corsica, an example of multi-country campaigns piloted in RTB.

In February 2020, the airline Air Corsica chose to deploy a DOOH campaign to increase its brand awareness in the main cities departing from Corsica: Brussels, Nice, Marseille, Lyon, Toulouse and London. More than 1,500 Premium digital panels were activated from the DISPLAYCE platform to ensure high visibility for the airline company between the various city centres and airports in these three countries: in London stations, major roads on the outskirts of Brussels, shopping centres in France… Thanks to the RTB, the campaign budget was optimised by purchasing the panels in real time where the crossroads of the travelling public was the most massive. In total, more than 50 million impressions were made! By following travellers throughout their journey, the impact of the campaign was maximised, with a direct and immediate link to increased air ticket bookings.
In June, as soon as Corsica’s airports reopened, the company decided to roll out a new DOOH campaign in Belgium and France and was able to take advantage of the platform’s ultra-flexibility to adapt its communication to the changing news.