Havas Programmatic Hub & Havas Media France choose Displayce to run the first DOOH programmatic campaign for Meetic on the JCDecaux network!
Havas Media France and its Trading Desk Havas Programmatic Hub (HPH) have entrusted the Demand-Side-Platform DISPLAYCE with the management of Meetic’s very first DOOH programmatic campaign.
From 22 July to 7 August, the “Meetic Summer of Love” campaign was broadcast throughout France on more than 100 premium digital screens in JCDecaux France’s DOOH Urban & Malls inventory outdoors, in shop windows and in shopping centres.
“We are very proud to have been chosen by Havas Media France and HPH to orchestrate this first programmatic DOOH campaign for a renowned player like Meetic. The objective was to reach a target group of singles at key moments in their journey to create the desire to register on the dating app. Our technology was able to manage the complex nature of the campaign to ensure a fine selection of premium screens with a strong affinity to the target. Thanks to Adsquare’s data activation, we were able to address the advertiser’s core target group, namely single women in their thirties,” said Laure Malergue, Founder and CEO of DISPLAYCE.
Thanks to programmatic, the campaign was able to be controlled and optimised live to ensure ultra-targeted broadcasting according to the points of interest visited by the advertiser’s chosen target. Thus, the screens near workplaces, cinemas and bars/restaurants broadcast contextualised messages activated in real-time-bidding. The agency therefore bought in real time only the key DOOH screens for its problematic: those with the largest audience in relation to the target.
“We decided to entrust this campaign to DISPLAYCE, convinced by their very specific expertise in DOOH media. We needed fine-tuned and intelligent management to ensure an RTB purchase on a selection of premium screens. This first conclusive collaboration allows us to integrate this new skill within our agency” concludes Kaoutar Benazzi, Chief Programmatic Officer Havas Media France.
With DOOH programmatic, JCDecaux France offers a new sales channel for the benefit of all advertisers by providing greater transparency, operational efficiency, targeting flexibility, contextualisation and optimisation for their DOOH purchases. This move demonstrates JCDecaux’s ability to actively contribute to the digital transformation of the industry.