Displayce and Mytraffic sign an exclusive partnership for the use of location insights
Bordeaux, France, October 30, 2023 – Displayce, the full-service programmatic platform dedicated to digital outdoor advertising campaigns, reinforces its pioneering position by integrating Mytraffic data, and now offers brands and media agencies the first integration of shopping center visitor location insights in France.
Transforming location insights into advanced advertising opportunities
Thanks to the direct integration between Displayce and Mytraffic, location insights segmented by Mytraffic (age, gender, households, income, catchment areas, visits) is merged with data from over 14,400 billboards located in 215 shopping centers and their catchment areas in France, making it possible to define audience scores for each DOOH billboard every day and every hour. This data is aggregated, i.e. several pieces of data of the same type are brought together in order to retain the desired information, but making it impossible to identify a given individual.
The activation of Mytraffic location insights in a campaign enables real-time purchase of the advertising panels with the highest probability of reaching the desired audiences. To offer a complete experience, the integration between Displayce and Mytraffic also enables to understand the real affluence of the shopping centers covered by a campaign, and to predict traffic generation performance through precise reporting and data visualization, guaranteeing maximum optimization of the advertising budget.
This partnership marks an important step for Displayce in its drive to integrate differentiating data for the Out-Of-Home industry. Shopping center location insight opens up new opportunities for brands and agencies, enabling us to create more effective DOOH campaigns. Thanks to this collaboration, we are able to optimize shopping strategies and offer our customers unprecedented visibility of consumer behavior in real time. This is a major step forward, paving the way for more powerful and effective advertising experiences. We look forward to rolling out this coverage across Europe.
Laure Malergue, CEO and co-founder at Displayce
Programmatic DOOH and targeting data: a new era
Displayce’s innovative technology and media expertise have established the platform as a leader in programmatic DOOH (digital-out-of-home) in Europe. The buying platform, specially designed to improve the efficiency, reach and quality of DOOH campaigns, gives media agencies instant access to over 1,000,000 outdoor advertising screens worldwide.
Constantly enhancing its technological capabilities, Displayce has recently extended the scope of its platform with the launch of Insight Explorer. Displayce simplifies the decision-making process by emphasizing the ease with which data can be used, explored and shared with end-customers to build targeted, predictable DOOH activations.
In an advertising landscape where mobile data is mostly used for Out-Of-Home and integrated with demand-side platforms, Displayce stands out by integrating Mytraffic location insights available for shopping centers and adapting its use to DOOH campaigns.
Location insights to enhance the physical experience
Mytraffic converts billions of data points and signals from multiple sources (GPS, GSM, connected vehicles, POI, INSEE, Eurostat…) into actionable information for players in the physical world. The solution thus provides a set of data for understanding the flow of passers-by, vehicles, typical visitor profiles and actual catchment areas, so that its partners can make decisions based on the reliability of its data. Displayce understands the value of this data for brands. It is consolidated and robust, enabling a company to identify the most profitable locations around shopping centers for our customers’ DOOH campaigns. This makes Displayce the only specialist Out-Of-Home platform to offer self-service location insights, enabling better targeting of indoor inventories, such as those in shopping malls, for targeted, high-performance campaigns.
We’re delighted to enter into this partnership with Displayce, which will offer brands even more refined and precise possibilities for targeting their audiences, while maximizing the ROI of their DOOH campaigns. The integration of quantitative and qualitative data on mall visits will enable us to shape on-screen activation campaigns in a way that brings the physical world closer to the digital universe. This is essential in the quest for performance for advertisers and agencies alike. This partnership opens up exciting new opportunities for the digital outdoor advertising sector.
Julien Thooris, CMO at Mytraffic
The integration between Mytraffic and Displayce is already operational in France, and will be rolled out in other European countries over the coming months.
