The greatest advantage of programmatic Digital Out-of-Home (pDOOH) advertising? The ability to leverage data, especially geolocation data, to refine targeting and maximise campaign impact. Among these data sources, Points of Interest (POI) play a strategic role. They enable brands to deliver their messages in the right context and mindset, with unmatched relevance.
That’s why Displayce, the leading specialist OOH suite, offers a vast self-service catalog of POIs that can be directly activated in your pDOOH campaigns.
Points of interest: high-value geolocation data for smarter advertising
A POI (Point of Interest) refers to a strategic location or area likely to attract a qualified audience: retail stores, restaurants, train stations, gyms, museums, tourist hotspots, office buildings, etc. These zones provide unique opportunities to activate DOOH screens in close proximity to high-traffic or high-intent areas.
The goal? To establish a strong connection between the advertising message and its environment – enhancing relevance, recall, and performance.
Open source vs proprietary point of interests
Displayce has integrated and modeled for DOOH proprietary POI data provided by Echo Analytics, available in multiple countries including France, Belgium, Spain, Italy, the UK, Germany, and Brazil.
What sets these datasets apart from open-source alternatives?
- Superior quality: Comprehensive, accurate coverage with brand-level granularity.
- Real-time updates: Includes store openings, closings, and modifications as they happen.
What are the benefits of using POI data in programmatic DOOH?
By integrating POI data into your pDOOH strategy, you can:
- Precisely target DOOH screens near strategic areas or competitors.
- Deliver contextualised messages tailored to the time and location of display.
- Measure impact through KPIs like foot traffic, in-store visits, or geo-attributed conversions.
3 use cases of POI activation in DOOH
1. Drive-to-store campaign for a fashion retailer
A fashion brand launches its spring–summer collection and wants to increase footfall in stores.
POI Activation:
- Target DOOH screens near own stores or competitors.
- Serve location-based messages (e.g., promotions at specific malls or neighborhoods).
- Analyse pre- and post-campaign store visits to measure ROI.
Result: Highly qualified foot traffic, increased local visibility, and actionable insights to optimise future activations.
2. Cultural campaign for an exhibition in Paris
A museum aims to attract both tourists and locals to a temporary exhibition.
POI Activation:
- Target areas near hotels, major tourist sites, train stations, and pedestrian zones.
- Use immersive visuals and context-aware messaging to spark interest.
Result: Increased footfall, higher awareness, and deeper engagement between the cultural experience and urban space.
3. Food delivery campaign targeting office zones, powered by CampaignAI
A premium meal delivery brand wants to boost lunch orders in cities like Paris, Lyon, and Bordeaux by reaching busy professionals near their workplaces.
With CampaignAI—Displayce’s intelligent assistant:
- Instantly analyses campaign objectives, industries, and locations.
- Suggests smart POI segments (e.g., “office buildings + proximity to quick-service restaurants + high foot traffic between 11 AM and 1 PM”).
Sample DOOH message:
“Delivered in 20 minutes. Better lunch, even at the office. 🍲📍”
Result:
- Hyper-relevant, fast deployment.
- Improved performance (increased orders, QR code scans).
- Data-driven insights to fine-tune future campaigns.
How to activate POIs in Displayce media platform
- Create or open an RTB campaign within the Displayce media platform.
- In Step 2 “Targeting”, go to the “Point of Interest” tab.
3. Select the most relevant POIs and fine-tune the targeting radius.
4. Use the “Insight” view to estimate impressions and validate your strategy.
Conclusion: programmatic DOOH in the era of geolocation intelligence
Activating points of interest in your DOOH campaigns turns traditional ad delivery into a contextual, measurable, and high-performance experience. By combining Echo Analytics’ data precision with Displayce’s cutting-edge platform and AI-driven features like CampaignAI, you can elevate the relevance and ROI of your pDOOH efforts.
👉 Ready to go further? Get in touch with our team to learn how Displayce can power your next high-impact DOOH campaign.
