It is not easy for a media whose specificity is “out of home” to maintain attractiveness in full confinement. How to enhance the value of a digital panel located in a closed or deserted area? This is the challenge faced by Displayce, a technological platform specialising in advertising on digital panels. A challenge that has made it possible to further reveal the sharp expertise deployed over the past 6 years by the company’s DOOH experts. Mastery of programming, RTB (Real Time Bidding) campaigns internationally, and a large network of nearly 95,000 digital panels: all of which have enabled the brands to benefit from targeted communication, with messages adapted in real time, in line with the latest developments in the news.
Outdoor advertising lacks attractiveness between March and May.
DOOH (Digital-Out-Of-Home) is one of the media heavily impacted by the COVID-19 crisis, due to an activity that was idle for several months during the first containment. This media has indeed recorded a record drop of -42.5% (Q3 2020 vs. Q3 2019) according to the BUMP Barometer recently published by IREP. It is not surprising for an activity based on the “Out-Of-Home”, that containment has not made it easier. The digital screens placed in the streets, transport and sports halls were deserted. So what is the point for advertisers to communicate on these media? Displayce, the Demand-Side technology platform designed to optimise the purchase, impact and quality of advertising campaigns on digital out-of-home billboards, felt this very clearly. From one day to the next, its activity came to an abrupt halt, with the cancellation of all the campaigns in progress.
A second wave in which ultra-targeting and flexibility were decisive.
Unlike the first containment, Displayce did not record any campaign cancellations on the second containment. Thanks to the positive experience of the recovery (between June and October), its customers directly activated their campaigns by zone, allocating their budget to the universes and countries that remained open. For example, digital panels located in shopping centres, tobacconists, or drives had a greater impact.
“The DOOH media, coupled with programmatic and RTB technology, allows communication of rare flexibility and power. Messages can be adapted in real time, according to the zones and countries activated at the pace of the news. Thanks to our technological expertise in this media and our very wide distribution network, we have been able to accompany our clients from the very first confinement, to provide them with measured, targeted and adapted communication. These 6 years of R&D and partnerships concluded with the main national and international billboard companies have enabled us to end this very hectic year of growth. A strong signal for our teams and our sector, which encourages us to continue our technological developments and our collaborations with our international counterparts to continue to reveal the DOOH media”.concludes Laure Malergue, Founder and CEO of Displayce.