Displayce integrates Echo Analytics’ premium POI data for scalable DOOH campaign precision

echo-analytics displayce POI data for programmatic DOOH

We’re thrilled to announce a strategic partnership between Displayce, the leading European Demand-Side Platform (DSP) for programmatic digital out-of-home (DOOH), and Echo Analytics, a pioneer in geospatial data solutions. Displayce is the first DOOH demand-side platform to work with Echo Analytics, integrating its premium library of point of interest (POI) data into Displayce’s platform, enabling users to leverage location intelligence for better-targeted and contextualized DOOH campaigns.

What is a point of interest (POI)?

A Point of Interest (POI) is a specific location or area of interest, such as landmarks, attractions, or businesses. Generally, POI includes Point of Sale (POS), which is the location where transactions occur between a merchant and a customer, such as retail stores or online shops.

Why Echo Analytics?

Echo Analytics is renowned for transforming raw, unprocessed PII-free (PII stands for personal identifiable information) data into reliable, GDPR-compliant geospatial datasets. Their data allows companies to gain critical and granular insights without being overwhelmed by data complexity. Echo’s proprietary methodology ensures precision, consistency, and accuracy in their datasets, making them a trusted and preferred partner for our clients seeking high-quality and up-to-date geospatial information. Echo Analytics updates its library, a set of data sorted by category, monthly or on demand to give access to enriched data that goes beyond simple GPS coordinates: 

  • Places data: over 70 million POIs across 195 countries with exact geographic coordinates and thousands of renowned brands from different industries
POI data - displayce

  • Shapes data: providing +90% polygons coverage to define the boundaries of a POI
  • Catchment area data: analyzing aggregated mobility insights to understand customer journeys 

Harnessing precision: the power of premium POI data

The collaboration between Displayce and Echo Analytics empowers agencies and advertisers with premium access to a comprehensive, reliable, and updated worldwide database of POIs, including POS for renowned brands. 

Using catchment areas to improve drive-to-store strategies 

This integration allows agencies and brands to find all relevant POIs for their drive-to-store strategies. More than just targeting point of interest locations, Displayce offers POI’s catchment areas. Catchment areas represent the geographical zones around a POI from which a business draws its customers, which can vary significantly between locations. Malls, for instance, do not all have the same radius for their catchment areas, depending on the location. Integrating catchment areas into the Displayce platform allows for more accurate targeting by reflecting customer behavior. Displayce’ users can choose between defining a radius or using the real catchment area, providing greater flexibility, and precision in their advertising strategies, and focusing on their conversion efforts.

Leveraging foot traffic for growth opportunities

Echo Analytics integration to Displayce DSP also allows for competitive intelligence. Advertisers get easy and quick access to their competitor’s POI and foot traffic. These data are strategic to broadcast on DOOH screens surrounding key points of sales. By doing so, it is possible to target competitors’ POS, identify growth opportunities, and gain market share. 

With this data, advertisers can craft highly targeted, contextualized, and reliable programmatic DOOH (prDOOH) campaigns, ensuring their messages reach the right audience at the right location.

“Providing accurate and comprehensive POI data is strategic for Displayce’s activity. Location-based advertising is a crucial topic in our market and while there are open source solutions and brands that provide their own POI data, industrializing the approach requires a reliable partner. Approximately 70% of our campaigns have a geolocation component. To upgrade the standard of our data points and ensure trustworthiness, we needed a third-party partner rather than relying solely on open-source solutions. Echo Analytics met our requirements and standards.”

Laure Malergue, CEO and co-founder at Displayce

The future of DOOH will happen with PII-free geolocation data. Brands need to know where, when, and how they are investing their budget and we’re thrilled to be part of this transformative experience. Working with Displayce demonstrates the increasing importance of precise and reliable data for location-based advertising and the shift from open-source solutions. We look forward to supporting the success of their platform.

Adam Ejsmont, Co-Founder and Chief Operating Officer at Echo Analytics.

By being the first DOOH DSP to integrate Echo Analytics’ data, Displayce offers an unparalleled advantage to brands seeking precision and reliability in their DOOH campaigns. This partnership represents a significant leap forward in the quality and scope of location-based advertising, ensuring that advertisers can connect with their audience more effectively than ever before.