[Infographic] DOOH in France (2/3)

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DISPLAYCE, first DSP dedicated to DOOH (Digital-Out-Of-Home), reveals the second part of its series of infographics in French on “Le DOOH en France”. Based on a survey conducted among a panel of 200 active users of the platform*, as well as statistics disseminated by the IAB, Mad conseil or IPG Media Lab, this infographic aims to deliver some key figures on this growing media.

 

The fastest growing media

With a 16.1% increase in net advertising revenue in 2017, DOOH is leading other media outlets, ahead of the Internet (+ 12%) and TV (+ 1%). Radio, OOH (Out-of-home excluding digital) and press show a drop of up to -7.4% according to the figures announced by the Irep, France Pub and Kantar Media.

 

A revenue perspective rising sharply

With revenue generated of 125 million euros in 2017 and a forecast of 223 million euros in 2019, the study “Entertainment and Media Outlook France” from PwC confirms the upward trend of planned investments in DOOH.

 

DOOH seduces!

According to a recent survey conducted by DISPLAYCE, 68% of advertisers said that DOOH increases their notoriety, 64% that it serves to increase the generation of traffic at the point of sale and 40% that it makes it possible to differentiate themselves from their competitors. Key assets for this innovative media, whose share will double in media plans in 2018.

 

*Statistical data from a survey conducted by DISPLAYCE from October 16 to November 15, 2017 among 200 active users of the platform. Survey conducted via an interactive form sent by email on “The DOOH market in France”.

 

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LiveRamp partnership!

LiveRamp and DISPLAYCE come together to increase the targeting performance of DOOH campaigns!

 

DISPLAYCE, 1st DSP dedicated to DOOH (Digital-Out-Of-Home) announces its collaboration with LiveRamp, OnBoarding data leader, company of the Acxiom group. This association allows to combine the wealth of data and programmatic flexibility to refine the qualification of digital panels when targeting campaigns.

 

Thanks to this collaboration, advertisers can connect to the DSP (Demand Side Platform) DISPLAYCE, select socio-demographic or behavioral criteria from Acxiom and activate this target on the 35,000 digital panels of the DISPLAYCE inventory. The platform then determines all the most relevant screens, which will touch the heart of the target throughout the day. This marks a new step in DOOH targeting with the possibility directly activating a common and unique data on 85% of French digital screens, whether they are located in shopping centers, the street, hotels, fitness rooms…

 

Thanks to multiple connections of LiveRamp, the Acxiom data expert offers agencies and advertises the opportunity to target with the available segments. Adults, only, couples, urban youth, rural couples, wealthy families, retired people in peri-urban areas.All these criteria allow advertisers great personalization for a finer targeting and a strengthened impact.

“This is the first time we are distributing data sets on the DOOH media. DISPLAYCE’s extensive inventory and technology complement our expertise and we are delighted by this collaboration, which already seems to appeal to many advertisers, agencies and traders.” says Vihan Sharma, Managing Director of LiveRamp in France.

 

Last January, L’Occitane en Provence, cosmetics brand, launched a campaign highlighting its best-seller, the hand cream Shea. A drive-to-store operation targeting CSP + in all major cities in France.

“We have activated Acxiom’s data via LiveRamp on the DSP DISPLAYCE in order to only broadcast our campaign on digital panels near our target and our stores. A great visibility for the brand. The campaign generated more than 6 million impressions exclusively from our target audience.” adds Camille Feuvrier, Acquisition and Media Online Europe Manager at L’Occitane.

 

“Our collaboration with LiveRamp allow us to always bring more performance, innovation and value to the marketing actions of our customers. We are delighted to have a globally recognized partner that allows for highly accurate targeting. Our customers are becoming more relevant by displaying their campaigns on screens that overweight their target audience only.” adds Marie Gaestel, VP Sales at DISPLAYCE.

Read the press release (French)

 

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The Ad-review, 1st ad-verification reporting of the DOOH campaigns

This month, DISPLAYCE launches the Ad-review, the first ad-verification reporting that measures the media quality of your DOOH campaigns.

 

The goal? 

The Ad-review gives you statistical data and a qualitative assessment of your campaigns by automatically auditing a percentage of the screen distribution in the field.

 

What criteria?
– Image quality
– The relevance of the context
– The intelligibility of the message
– Targeting the audience

Here are some examples of questions asked in situ: “Did you understand the message of the spot?”, “Is the screen cleared?”, “Is the animation of the spot fluid?”…

 

How?
DISPLAYCE has developed a unique methodology for selecting screens to audit, collecting field information and analyzing this data in order to restore a quality score of the campaigns. This is the result of a year of R&D and campaign history where more than 50% of our campaigns have been audited.

 

Data?

The results can be viewed in real time in your “reporting” tab. A global score of the campaign is displayed and you have access to the detail of the reporting in one click: results of the answers to each question, access to all the photos taken in the field, details of the statistics collected by context, typology, time, date…

 

How to activate it?

The Ad-review is an option that can be activated directly from your space, on all campaigns that broadcast on more than 25 PODs and over a period of at least 7 days. The results can be viewed in real time from your “reporting” tab. You can therefore at any time consult the data related to your campaign.

 

The price?

Invoicing is done at the CPM. Easy, right?
 
What if you tested the Ad-Review for your next DOOH campaigns? Do not hesitate to contact your account manager if you have any questions. No interlocutor yet? Click here to get in touch with our team.
 

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