Performics and DISPLAYCE envision geolocalized communications for Bouygues Telecom

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Performics, a Publicis Media media agency, in collaboration with DISPLAYCE, a Demand Side Platform (DSP) dedicated to the programmatic buying of digital advertising, has implemented a made-to-measure media solution and geolocation-based communications to support the launch of Bouygues Telecom’s new 4G Box offering.

 

With its 4G Box offering, Bouygues Telecom is targeting inhabitants of non-dense areas with slow ADSL but good 4G coverage inside their buildings. To support the operator, Performics has remained faithful to Bouygues Telecom’s technological positioning while aiming for maximum impact on the target audiences without media wastage.
 
Already a consultant for Bouygues Telecom on digital and localization, Performics has also been operating, since early this year, as the operator’s media consultant. With this expansion of scope and the resulting synergies, Performics has deployed a local, digital multimedia package for the 4G Box offering which includes traditional downtown advertising displays, letterbox advertising in the targeted municipalities and geolocalised advertising displays.
 
Thanks to its understanding of the local supply, Performics demonstrated a very strong geographical affinity between the targeted municipalities and the DOOH (Digital-Out-Of-Home) media offered by DISPLAYCE. Performics therefore approached the DISPLAYCE DSP (Demand Side Platform) to complete this package by displaying the campaign on digital screens in the targeted municipalities. In less than 48 hours, the campaign was deployed onto over 3,000 screens in a wide variety of locations (in the street, in shopping centres, gas stations, fitness centres, etc.) in the targeted zones. This 100% geolocation-based media allowed the target audience to be reached at different times during their everyday life. Thanks to its precise territorial coverage, DISPLAYCE covered 77% of the targeted areas.
 
Bouygues Telecom is the first telephone operator to use DISPLAYCE’s programmatics services and harness the advantages of DISPLAYCE’s DOOH offering in areas where traditional options are now more limited. With this geolocation-based campaign, Performics and DISPLAYCE have enabled Bouygues Telecom to enhance its proximity and technology positioning by reaching its target audiences via a customized media platform without wastage.

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DISPLAYCE is preparing to expand into Europe and recruiting!

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Seven months after raising capital, DISPLAYCE, the leading programmatic platform dedicated to digital displays (DOOH), is moving full steam ahead. With a large inventory comprising more than half of all digital display panels in France and 85% of French trading desks (Amnet, Publicis, etc.) using the platform, the recent start-up is striving to establish its position as leader in France and expand its platform in the European market.

 

Maintaining its position as leader in France

Over the last 12 months, DISPLAYCE has provided 6,500 campaign estimates. Market penetration has been very fast, with advertisers fully appreciating the opportunity of integrating this media in their communication plan, alongside other traditional media. Attracted by the relevant targeting and speed at which campaigns can be implemented (within 48 hours), advertisers such as Hôtel F1, Bouygues telecom, Crédit Agricole, EDF and Intersport have seized the opportunity offered by DOOH and have noticed its impact. With a recall rate 30 points higher than traditional media, digital display panels really capture the attention of consumers while waiting or on the move.

 

Developing the business in Europe

The digital display market is expanding rapidly in Europe. The United Kingdom, Germany, Spain, Ireland and Switzerland dedicated between 8 and 31% of their display budgets to DOOH in 2016 and this trend is set to rise in 2017. Last April, by forming a strategic partnership with adsquare, a key player in mobile audience data in Europe, DISPLAYCE has opened up these new markets and is proposing a new offer that combines mobile and digital displays, two very complementary mobility media.

 

Doubling its workforce by the end of 2017

To support the growth of its business in France and in preparation for its European expansion, DISPLAYCE is strengthening its commercial, technical and R&D teams with the recruitment of permanent staff: beginners and those with experience. Laure Malergue, Founder and CEO adds: “After a phase of consolidation for the platform, we anticipate many developments, such as the addition of new data partners and new functionalities in targeting. To maintain our position as leader in France and develop the platform in the European market, we are planning to double our workforce over the next 6 months, from 7 to 15 people.”

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The Digital Place Based Advertising Association (DPAA) adds DISPLAYCE as global member

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The Digital Place Based Advertising Association (DPAA) announced today that it has added another company to its global membership roster with the addition of DISPLAYCE. Based in France, DISPLAYCE offers advertisers a DSP (Demand Side Platform) for creating and running targeted on localization and audience digital out-of-home (DOOH) campaigns.

 

“The importance of programmatic to the growth of our industry is being recognized not just here in the U.S., but around the globe as well,” said Barry Frey, President & CEO of DPAA. “DISPLAYCE was one of the first to seize the opportunity and as a result has established itself as a leader in the space. We look forward to working with them on advancing the programmatic evolution.”

 

Laure Malergue, founder of DISPLAYCE, said, “We’re connected to more than 30 000 digital screens in France, half of the global French market. We develop a programmatic plateform, that is powerfull and easy to use. We contribute in developpment of this new Media by ensuring the democratization. Barry Frey and his team have done a great job of accelerating the DOOH industry’s adoption of programmatic and we look forward to sharing learnings, best practices and ideas with our colleagues in the U.S.”

 

The DPAA is a digital out-of-home marketing association that has created a strong community environment in which members drive and promote their digital capabilities. The DPAA has proven to be a business accelerator and concierge/consultant for members, who enjoy numerous benefits. These include admission to quarterly “mini summit” meetings with ad industry and DPB/DOOH leaders; access to an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.

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