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!