Displayce and JCDecaux launch exclusively ‘Airport Live Triggering’: a solution for multi-airport real-time passenger targeting

Displayce unveils “Airport Live Triggering” in partnership with JCDecaux, the world’s number one in outdoor advertising. This new feature, exclusive to the Displayce DSP, enables self-service, real-time activation of DOOH campaigns across multiple airports within the JCDecaux inventory simultaneously, leveraging data such as flight boarding and landing gates.

Displayce integrates live flight data for enhanced airport campaigns

Displayce is the first platform to have combined and modeled the exact location of JCDecaux’s screens within international airports with data from Cirium, a leading partner offering a global and standardized database covering 100,000 flights daily, representing 97% of worldwide flights. This modeling allows activating DOOH screens along the traveler’s path within the terminal based on flight origin or destination. This innovation, developed in collaboration with JCDecaux and its data entity, enables agencies and brands to self-activate the appropriate digital screens via the Displayce DSP based on passengers’ itineraries, ensuring campaign reach and repetition to the right audience at the right time. Engagement with their target audience is thus enhanced, taking campaign contextualization to the next level.

« We have modeled first-party data on the positions of JCDecaux’s airport furniture and pathways, as well as Cirium’s third-party data, to offer standardized data sets across airports, enabling the targeting of passengers at multiple airports simultaneously. In the future, we plan to integrate first-party data from the airports themselves to meet even more specific needs. We are proud to offer brands an exclusive solution to connect with their audience in a relevant way while maximizing their DOOH campaign »

Laure Malergue, CEO and co-founder of Displayce.

Targeting travelers across global airports for maximum impact

For example, a banking company could target American travelers from various US airports heading to France to promote its services. The campaign could be programmed to run two hours before flights to Paris-Charles de Gaulle depart and follow passengers throughout their airport journey – from the airport entrance to the departure gate, and from arrival at the destination to exiting the airport.

This new feature will allow advertisers to reach over 70 million passengers per month, generating nearly 2 billion views on a network of more than 4,113 screens operated by JCDecaux in the world’s busiest airports (in the United States in Los Angeles and Miami international airports, in Europe in London Heathrow, Paris-Charles-de-Gaulle, Frankfurt, Lisbon, Paris-Orly, Milan, Brussels, Luxembourg, Zurich, and Edinburgh airports, and in Asia-Pacific in Hong Kong, Singapore, and Sydney international airports).

“As we launched earlier this year the first international DOOH programmatic offer in airports, we are delighted to now add this brand-new feature of simultaneous targeting across several of our international airport platforms exclusively. As the digital ecosystem undergoes profound transformations, this major innovation enables advertisers and their brands to harness the incredible potential of programmatic advertising in the airport environment.”

Jérôme Lepage, Marketing and Commercial Development Director – Transport Division of JCDecaux
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Generative AI and DOOH: Displayce becomes the first advertising platform to use generative AI to create personalised DOOH strategies

Displayce marks a new milestone by becoming the first specialised platform to integrate generative artificial intelligence for recommending personalised DOOH strategies. After a year of research and development, Displayce is launching CampaignAI, an intelligent assistant designed to transform how advertisers and agencies design their DOOH campaigns.

As artificial intelligence tools experience exponential adoption, with global productivity gains estimated at $4.4 billion, advertising agencies rank generative AI among the top four most attractive topics for 2024. Displayce, already a pioneer in using AI for optimising DOOH buys, is taking a new step by integrating generative AI into its programmatic platform, becoming the first to offer such an innovation in this field.

CampaignAI not only simplifies the creation of DOOH campaigns but revolutionises the process by analysing client briefs to generate personalised strategies perfectly aligned with marketing objectives and target audiences. Thanks to this innovation, each campaign benefits from unparalleled precision, relying on personalised and data-driven scenarios. This approach not only improves efficiency but also maximises the impact of advertising campaigns. Platform users are thus free to choose the most relevant recommendation, allowing them to script media plans that reach the audience in the most pertinent contexts – based on location, time of day, and surrounding activities.

“Integrating generative AI into DOOH presents complex challenges, such as managing AI hallucinations that may generate unrealistic strategies and adapting to the specifics of DOOH, including environment, timing, and context of delivery. With my team, we have addressed these challenges by combining the latest advancements in Retrieval-Augmented Generation (RAG), fine-tuning existing models, and our knowledge base accumulated from thousands of DOOH campaigns. Thanks to advanced evaluation algorithms, only the most relevant strategies are selected. CampaignAI is the first component of a suite of AI tools that we plan to enrich to further integrate media, creative, advertiser, and targeting data specifics.”

explains Hayssam Soueidan, Chief Technology Officer of Displayce.

Designed for both advertisers and more experienced media agencies, CampaignAI addresses issues such as: “I want to promote a new bike brand in France” or “What is the best media plan for a watch brand during Black Friday?” Identifying new creative avenues, data sources, targeting, or digital screens is now possible in just a few clicks.

Enter a campaign brief into CampaignAI
From brief understanding, discover suggested scenarios and strategies
Get started and follow CampaignAI step-by-step assistant

With this new solution, the time to create a DOOH campaign is significantly reduced, allowing advertisers and media agencies to focus on strategic vision and client engagement while letting CampaignAI inspire them with personalised, original, and effective strategies.

“CampaignAI is the result of a year of research and development, during which we meticulously analysed numerous briefs and strategies. We found that recommendations often focus on the same panels and audiences, as the volume of audience segments and available panels makes exploration challenging for a human. That’s why CampaignAI stands out by automating these processes while requesting more detailed briefs on campaign objectives in natural language. This approach not only makes DOOH more accessible but also ensures advertising strategies make better use of the vast amount of data now available programmatically for this medium. We are proud to be the first to offer such a solution, paving the way for a new era in digital out-of-home advertising.”

says Laure Malergue, CEO and Co-founder of Displayce.

Watch the demo

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Displayce integrates Echo Analytics’ premium POI data for scalable DOOH campaign precision

We’re thrilled to announce a strategic partnership between Displayce, the leading European Demand-Side Platform (DSP) for programmatic digital out-of-home (DOOH), and Echo Analytics, a pioneer in geospatial data solutions. Displayce is the first DOOH demand-side platform to work with Echo Analytics, integrating its premium library of point of interest (POI) data into Displayce’s platform, enabling users to leverage location intelligence for better-targeted and contextualized DOOH campaigns.

What is a point of interest (POI)?

A Point of Interest (POI) is a specific location or area of interest, such as landmarks, attractions, or businesses. Generally, POI includes Point of Sale (POS), which is the location where transactions occur between a merchant and a customer, such as retail stores or online shops.

Why Echo Analytics?

Echo Analytics is renowned for transforming raw, unprocessed PII-free (PII stands for personal identifiable information) data into reliable, GDPR-compliant geospatial datasets. Their data allows companies to gain critical and granular insights without being overwhelmed by data complexity. Echo’s proprietary methodology ensures precision, consistency, and accuracy in their datasets, making them a trusted and preferred partner for our clients seeking high-quality and up-to-date geospatial information. Echo Analytics updates its library, a set of data sorted by category, monthly or on demand to give access to enriched data that goes beyond simple GPS coordinates: 

  • Places data: over 70 million POIs across 195 countries with exact geographic coordinates and thousands of renowned brands from different industries
POI data - displayce

  • Shapes data: providing +90% polygons coverage to define the boundaries of a POI
  • Catchment area data: analyzing aggregated mobility insights to understand customer journeys 

Harnessing precision: the power of premium POI data

The collaboration between Displayce and Echo Analytics empowers agencies and advertisers with premium access to a comprehensive, reliable, and updated worldwide database of POIs, including POS for renowned brands. 

Using catchment areas to improve drive-to-store strategies 

This integration allows agencies and brands to find all relevant POIs for their drive-to-store strategies. More than just targeting point of interest locations, Displayce offers POI’s catchment areas. Catchment areas represent the geographical zones around a POI from which a business draws its customers, which can vary significantly between locations. Malls, for instance, do not all have the same radius for their catchment areas, depending on the location. Integrating catchment areas into the Displayce platform allows for more accurate targeting by reflecting customer behavior. Displayce’ users can choose between defining a radius or using the real catchment area, providing greater flexibility, and precision in their advertising strategies, and focusing on their conversion efforts.

Leveraging foot traffic for growth opportunities

Echo Analytics integration to Displayce DSP also allows for competitive intelligence. Advertisers get easy and quick access to their competitor’s POI and foot traffic. These data are strategic to broadcast on DOOH screens surrounding key points of sales. By doing so, it is possible to target competitors’ POS, identify growth opportunities, and gain market share. 

With this data, advertisers can craft highly targeted, contextualized, and reliable programmatic DOOH (prDOOH) campaigns, ensuring their messages reach the right audience at the right location.

“Providing accurate and comprehensive POI data is strategic for Displayce’s activity. Location-based advertising is a crucial topic in our market and while there are open source solutions and brands that provide their own POI data, industrializing the approach requires a reliable partner. Approximately 70% of our campaigns have a geolocation component. To upgrade the standard of our data points and ensure trustworthiness, we needed a third-party partner rather than relying solely on open-source solutions. Echo Analytics met our requirements and standards.”

Laure Malergue, CEO and co-founder at Displayce

The future of DOOH will happen with PII-free geolocation data. Brands need to know where, when, and how they are investing their budget and we’re thrilled to be part of this transformative experience. Working with Displayce demonstrates the increasing importance of precise and reliable data for location-based advertising and the shift from open-source solutions. We look forward to supporting the success of their platform.

Adam Ejsmont, Co-Founder and Chief Operating Officer at Echo Analytics.

By being the first DOOH DSP to integrate Echo Analytics’ data, Displayce offers an unparalleled advantage to brands seeking precision and reliability in their DOOH campaigns. This partnership represents a significant leap forward in the quality and scope of location-based advertising, ensuring that advertisers can connect with their audience more effectively than ever before.

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