Promoting the T-mobilitat digital service for maximum impact

Explore T-mobilitat’ success story. Adsmurai and Displayce deployed a powerful DOOH campaign to promote T-mobilitat digital service in Barcelona metropolitan area for one month and to a targeted audience.

About T-mobilitat

Barcelona is currently experiencing a transport mutation, marked by the introduction of the T-mobilitat reusable transport card. This card serves as a convenient means for traveling across Barcelona city. Its primary objective is to streamline and simplify public transport accessibility. Using the T-mobilitat app makes it easier to monitor travel routes.

About Adsmurai

Adsmurai is a Spanish media agency specializing in social media marketing and advertising. They have established partnerships with leading advertising platforms and created their innovative solution, the Adsmurai Marketing Platform. It empowers advertisers to efficiently manage all their Paid Media campaigns from one centralized hub.

The campaign context

ATM, the company behind T-mobilitat, was on a mission to inform the public about their new offer, the T-mobilitat reusable card. The main goal was to gain brand awareness in a short period of time, from September 17 to October 15, 2023 and in a restricted area. As the campaign was focused on the Barcelona metropolitan area, the choice of screen was reduced to only reach the targeted audience. 

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Using programmatic DOOH for maximum impact on limited zone

The campaign was conducted by Adsmurai and Displayce. It was broadcasted on JCDecaux, Clear Channel and Global panels throughout VIOOH and Broadsign with three distinct screen categories: outdoors, malls and train stations. Through those settings, T-mobilitat diffused on 52 locations and 74 screens. They also relied on custom dayparting to adapt the campaign to the different venue types, locations and audience behaviors: 8am to 9pm and 6 or 7 days a week.

They also used precise geotargeting focused on points of interest which substantially expanded the outreach to the intended audience. Both of the tools combined allowed the campaign to have a substantial number of impressions generated. 

The results

T-mobilitat DOOH campaign reached an impressive 644 731 impressions. To truly grasp the effectiveness of this campaign, Displayce conducted two Happydemics mobile programmatic surveys, comparing the creative aspects displayed in the panel’s surroundings. According to Happydemics’ data, the campaign resulted in a significant increase of 32 points in intent and a notable 29-point enhancement in brand image. The curated selection of screens brought accuracy and relevance to the campaign as it fulfills its informative purpose to the public.

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Ambar Le Sidaner joins Displayce as Head of Sales to develop the Iberian continent!

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Founded in 2014 in Bordeaux and dedicated to the purchase and optimisation of DOOH campaigns, Displayce is the pioneering programmatic platform in France, in terms of technology, know-how and inventory with more than 700,000 connected digital screens in over 50 countries (France, United States, United Kingdom, Australia…). The company is a leader in its sector, the second fastest growing media after digital on mobile, and offers media agencies and their European advertisers (Publicis, Havas, Dentsu, Jellyfish, Matterkind, etc.) the real-time purchase of advertising space on the digital panels of more than 350 media owners around the world. To strengthen its international position, Displayce announces the opening of its first foreign office in Madrid, with the arrival of Ambar le Sidaner as Head of sales.

Ambar Le Sidaner

An expert in the world of programmatic for the past 8 years, Ambar’s favourite subjects are programmatic, DOOH and audience measurement.

Based in Madrid for more than 5 years, Ambar has held the position of Sales Director at the mobile drive-to-store platform, Locala (ex-S4M), and then at Dreamin, an international mobile agency.

She joined Displayce as Head of Sales in January 2023. Her new challenge is now to develop the activities of the specialised DSP on the whole Iberian continent.

“By joining the Displayce teams, together we will accelerate the development of the DOOH programmatic market on the Iberian continent without sacrificing measurement or audience segmentation.

I am convinced that we are in the right place at the right time, and that we will continue to forge fruitful partnerships with brands, helping them achieve the results they are looking for in their DOOH campaigns,” says Ambar Le Sidaner.

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DISPLAYCE ANNOUNCES THE OPENING OF ITS FIRST OFFICE IN SPAIN TO REINFORCE ITS INTERNATIONAL PRESENCE AND GROWTH AMBITIONS!

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Displayce, a French technology platform that allows users to buy advertising space on digital screens in real time, has announced the opening of its first office in Madrid to strengthen its international presence. This move was already initiated last July when the platform announced a strategic partnership including a majority stake by JCDecaux, the world’s leading outdoor advertising company. With an already dynamic activity in Spain, Displayce supports around thirty agencies via more than 3000 digital screens from the main media owners available in programmatic: JCDecaux, Clear Channel, Basic Fit, Tumedio, Framen and Iwallinshop. This move into Spain reinforces the internationalisation that began in 2022. It should be noted that a third of turnover was achieved internationally last year. This year Displayce intends to accelerate its position to 50% and also aims to open an office in the Netherlands in the next few weeks to strengthen the BeNeLux area as well as in 3 other European countries by the end of the year.

Crédit: Welcome to the Jungle

The Bordeaux-based company, created in 2014 and dedicated to the purchase and optimisation of DOOH campaigns, is the leading French programmatic platform in terms of technology, know-how and inventory, with more than 720,000 connected digital screens in more than 65 countries (France, United States, United Kingdom, Australia, etc.). A pioneer in its sector in DOOH, the second fastest growing media after digital on mobile, DISPLAYCE offers media agencies and their advertisers (Publicis, Havas, Dentsu, Jellyfish, Matterkind, etc.) the real-time purchase of advertising space on digital panels from more than 350 advertising agencies around the world.

Driven by a real desire to transform the digital display market, DISPLAYCE has been involved with national and international players (DPAA, IAB, etc.) since its launch. It is now connected to the main DOOH SSPs on the market (BROADSIGN, VIOOH, VISTAR MEDIA, MYADBOOKER) and provides access to the premium inventories of the largest companies in the sector (Clear Channel, JCDecaux, Global, Ocean Outdoor, etc.). It has also established strategic and trustworthy partnerships over the past 8 years, both on the technological side and on the data side (Adsquare, Happydemics, etc.). DISPLAYCE offers media buying, enriched with advanced targeting, and effectiveness measurement thanks to its DMP (Data Management Platform) designed specifically for OOH.

“Spain is one of the countries in which our business is most attractive. Until now, we have been operating from our headquarters in Bordeaux, but it was important to mark a new acceleration by opening an office in situ. We intend to strengthen our position to support our already impressive figures by establishing a local presence in Madrid. In the coming months, we aim to recruit a Head of Sales in each country we wish to develop in order to have a close relationship with agencies, local brands and media owners. In a few weeks, we will continue our international development by opening an office in Amsterdam in the Netherlands and in 3 other European countries by the end of 2023” says Laure Malergue, founder and CEO of Displayce.

To support this development on the Iberian continent, the Displayce teams have recruited Ambar Le Sidaner, whose areas of expertise are programmatic, DOOH, audience and measurement.

“The Spanish market has recently opened up to programmatic for DOOH and is experiencing very strong momentum. Currently, investments in digital advertising exceed 4.5 billion euros and programmatic buying represents 7.2% of DOOH investment in Spain. These figures reveal a dynamic, fast-growing and mature market. Our platform is a real added value for our clients who want to buy DOOH in programmatic thanks to its interface and the support we offer. Over the next few months, we will continue to build strategic partnerships with our partners and brands,” added Ambar Le Sidaner.

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