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 technological 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 marketing research by questioning 4.8 billion people directly in the course of their media consumption. The collaboration of these two highly specialised players during 2 years of R&D has resulted in a unique solution on the European market: the integration on the Displayce platform of an independent quantitative research service, controlled by Happydemics, to measure and monitor the real performance of DOOH campaigns throughout the world.
Happydemics’ technology platform is connected to consumers around the world by surveying them through their daily digital media consumption. An innovative post-test methodology that offers a representativeness and freshness of collection unseen in the sector. 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. Through a questionnaire specifically designed for this programmatic DOOH, and thanks to the communication of exposure points via APIs developed between the 2 platforms, audiences exposed to a campaign note the impact of campaigns seen on their daily journeys: street, shopping centre, station, airport, etc.
“Advertisers need reliable and concrete advertising effectiveness indicators, but also simplicity and reactivity. Our APIs reconcile these two needs by delivering useful KPIs to advertising companies such as Displayce on a continuous basis. Thanks to thousands of post-tests performed daily, we are able to compare these results with benchmarks in more than 12 industries to obtain the most accurate measurement possible. This partnership demonstrates Displayce’s commitment to being one of the most transparent players in the market,” says Tarek Ouagguini, co-founder and CEO of Happydemics.
“It was important for us to choose a third-party measurer that was fully integrated into our platform and automated to manage the quantitative studies of our clients’ DOOH campaigns. For us, this is the best solution to date to guarantee the objectivity of the data and to address a representative and truly targeted panel for each campaign,” explains Laure Malergue, CEO and founder of Displayce.
Thanks to the industrialisation of this solution, users of the platform can launch a study of their DOOH campaigns simultaneously on all advertising networks in 40 countries. This is a way of democratising its use, especially as the studies are invoiced on a CPM basis to guarantee perfect accessibility. In order to ensure maximum responsiveness, the results of each study are available on the Displayce platform as soon as the campaign is over thanks to the connected APIs.
Pioneers in this field, the two years of research and technological development carried out by the Happydemics and Displayce teams have already made it possible to establish a benchmark for programmatic DOOH to give users of the platform a reliable reference for each criterion: memorization, consideration, purchase intention and attribution to the brand. This data allows users to track the performance of their campaigns over time and to measure them against similar campaigns for a better analysis of their actual performance.
“In addition to the relevance of this benchmark for our clients, we were able to objectively observe the positive impact of a DOOH campaign on brand image. In particular, the data provides a striking figure on the consideration given to the brand. After exposing a target person to an advertisement broadcast on a digital billboard, this increases their consideration for the brand by 16%, i.e. 3% more than an advertisement broadcast on television and 4% more than an advertisement on digital*. It is also worth noting that exposure to a DOOH campaign increases by 12% the positive image of the brand’s modernity that it conveys,” concludes Laure Malergue.
*Data from Happydemics’ cross-channel benchmarks.