[Iinfographic] The evolution of DOOH buying in France

, , ,

DISPLAYCE, the French DSP specialising in DOOH (Digital-Out-Of-Home), publishes an infographic on the evolution of DOOH buying in France.

It follows a survey of multi-media agencies, independent trading desks and agency trading desks conducted between 15 March and 19 April 2021.

The study reveals that 79% of DOOH buyers will be using RTB programmatic by the end of the year and prefer a specialist DSP. Furthermore, 84% of buyers plan to increase their DOOH investments in the next 6 to 12 months.

“Easy to deploy and ultra flexible, programmatic DOOH is particularly well suited to the fluctuating context we have been experiencing for several months. Its strong capacity to reconcile precision, agility and hyper-localized mass communication, make it an ally of choice for brands and agencies. The data from the survey suggests a strong recovery in the coming months,” concludes Laure Malergue, Founder and CEO of DISPLAYCE.

/by

Gamned! Switzerland relies on Displayce to pilot and measure the first large-scale DOOH campaign in non-guaranteed programmatic for QoQa.

, , ,

Gamned! called upon Displayce’s expertise, the Demand-Side-Platform (DSP) specialised in DOOH (Digital-Out-Of-Home), to activate a major branding campaign in German-speaking Switzerland for the e-merchant QoQa. Deployed on an ultra Premium inventory of digital panels located in the streets and railway stations of several major cities, the campaign generated more than 5.3 million impressions and resulted in a 32-point increase in positive brand perception.

Last autumn, Gamned! ran a DOOH campaign in non-guaranteed programming on behalf of QoQa in targeted cities in German-speaking Switzerland, including Zurich, Basel, Bern, Winterthur and Luzern. Gamned! used the specialised Displayce DSP to ensure efficient management. It was thus able to manage from a single platform the distribution of the campaign on the Premium screens of the two prestigious publishers APG-SGA (for the digital screens located in SBB stations) and ClearChannel (for the digital screens in the streets), via 2 different Supply-Side-Platforms: Viooh and Broadsign. Another major advantage: Gamned! was also able to ensure the visibility of the campaigns to a massive audience by reallocating budgets in real time according to the most frequented areas.

“In order to offer QoQa maximum flexibility, we opted for a 100% non-guaranteed programmatic approach, a first in Switzerland for such a large campaign. Traditionally, we use a space reservation approach that comes close to guaranteed programming. If we are certain to deliver the campaign, we lose flexibility. It is this flexibility of being able to broadcast on hundreds of screens and according to schedules that explains the choice of a 100% non-guaranteed programmatic approach. This allowed us to optimise the campaign’s broadcasting and its effectiveness.” explains Pierre Berendes, Managing Director of Gamned! Switzerland.

“QoQa is a 100% digital player and this was our first large-scale offline campaign. It was therefore only natural that we should approach this opportunity with the habits and advantages that we enjoy with digital. Gamned!’s DOOH approach convinced us with its flexibility, cost control and results measurement.” Mathieu Pereira, Head Of Digital Marketing at QoQa, adds.

“Campaigns like QoQa’s can be imagined and executed with more precision thanks to the technical advantages of programmatic DOOH. By using specific data, advertising messages are delivered exactly when they are relevant to the target group. Thanks to programmatic booking between suppliers and fully automated negotiation, campaigns are even more flexible and visible more quickly. The progress of the campaign can be better monitored on the client’s side and continuously adapted to the communication objectives thanks to various targeting options,” explains Michael Pevec, Head of Programmatic & Automation at APG |SGA.

“With the connection to Broadsign Reach, Clear Channel Switzerland has the opportunity to work with a large number of DSPs in Switzerland and abroad. Together with Displayce and Gamned, we have already carried out our first tests a year ago and we are very pleased to be able to implement this campaign together”, adds Kathrin Petrow, Head of Product Management & Data Analytics at Clear Channel Switzerland.

Displayce has specific integrated measurement tools to monitor the performance of each campaign, which can be activated on a CPM basis from the DSP. This has enabled Gamned! to access detailed reporting to measure the media quality of the campaigns deployed (quality of the image, relevance of the context, intelligibility of the message, etc.) and the uplift on the brand’s branding. The collection and analysis of this data showed that 50% of the people who saw the campaign showed a positive intention (wish to test the product or to visit the site). Also, the campaign generated a 32-point increase in positive brand perception among consumers who were not yet customers of the brand.

“We are very happy to be actively participating in the democratisation of DOOH with international programmatic experts such as Gamned! The partnerships we have had for years with national and international publishers now allow us to offer easy access to a very large inventory of over 95,000 screens. Our expertise in managing DOOH campaigns in several countries is also a strong asset for managing very large-scale campaigns,” says Laure Malergue, Founder and CEO of Displayce.

/by

Displayce, France’s leading DOOH specialist DSP, draws on its programmatic and international expertise to adapt its clients’ campaigns to the pace of the crisis.

, , ,

It is not easy for a media whose specificity is “out of home” to maintain attractiveness in full confinement. How to enhance the value of a digital panel located in a closed or deserted area? This is the challenge faced by Displayce, a technological platform specialising in advertising on digital panels. A challenge that has made it possible to further reveal the sharp expertise deployed over the past 6 years by the company’s DOOH experts. Mastery of programming, RTB (Real Time Bidding) campaigns internationally, and a large network of nearly 95,000 digital panels: all of which have enabled the brands to benefit from targeted communication, with messages adapted in real time, in line with the latest developments in the news.

Outdoor advertising lacks attractiveness between March and May.

DOOH (Digital-Out-Of-Home) is one of the media heavily impacted by the COVID-19 crisis, due to an activity that was idle for several months during the first containment. This media has indeed recorded a record drop of -42.5% (Q3 2020 vs. Q3 2019) according to the BUMP Barometer recently published by IREP. It is not surprising for an activity based on the “Out-Of-Home”, that containment has not made it easier. The digital screens placed in the streets, transport and sports halls were deserted. So what is the point for advertisers to communicate on these media? Displayce, the Demand-Side technology platform designed to optimise the purchase, impact and quality of advertising campaigns on digital out-of-home billboards, felt this very clearly. From one day to the next, its activity came to an abrupt halt, with the cancellation of all the campaigns in progress.

A second wave in which ultra-targeting and flexibility were decisive.

Unlike the first containment, Displayce did not record any campaign cancellations on the second containment. Thanks to the positive experience of the recovery (between June and October), its customers directly activated their campaigns by zone, allocating their budget to the universes and countries that remained open. For example, digital panels located in shopping centres, tobacconists, or drives had a greater impact.

“The DOOH media, coupled with programmatic and RTB technology, allows communication of rare flexibility and power. Messages can be adapted in real time, according to the zones and countries activated at the pace of the news. Thanks to our technological expertise in this media and our very wide distribution network, we have been able to accompany our clients from the very first confinement, to provide them with measured, targeted and adapted communication. These 6 years of R&D and partnerships concluded with the main national and international billboard companies have enabled us to end this very hectic year of growth. A strong signal for our teams and our sector, which encourages us to continue our technological developments and our collaborations with our international counterparts to continue to reveal the DOOH media”.concludes Laure Malergue, Founder and CEO of Displayce.

/by