Displayce wins Best Use of Digital Out-Of-Home Technology at The Wires Awards 2024 with Dell campaign
London, November 8, 2024 – Just one year after entering the UK market, Displayce, Europe’s leading DSP specialising in programmatic DOOH, has won the ‘Best Use of Digital Out-Of-Home Technology’ award at The Wires Awards 2024 by Exchange Wire. This recognition highlights the excellence of the campaign executed for Dell in collaboration with VIOOH and Locala.
The Wires Awards has become a flagship event in the ad tech industry, dedicated to recognizing groundbreaking innovations, campaigns and adtech players. Displayce, Dell, VIOOH and Locala won in the “Best Use of Digital Out-Of-Home Technology” category, standing out among 9 other finalists competing for this recognition.
For this campaign, Displayce strategically leveraged programmatic DOOH to support Dell’s transition to a fully digital presence. Spanning two phases, the campaign generated over 2.5 million impressions across 466 cities in the United Kingdom, reaching high-tech affinity zones identified through Locala’s Location Intelligence platform. VIOOH, as one of the SSPs used, enabled optimised distribution across a variety of digital screens in strategic locations, maximising campaign visibility.
The audience was precisely engaged using geo-targeting and affinity-based approaches to reach profiles such as tech enthusiasts, business decision-makers, and Black Friday shoppers. With a mix of formats – including DOOH panels, dynamic HTML5 banners and pre-roll videos – the campaign effectively engaged consumers across mobile, desktop, and DOOH environments, achieving a remarkable 74% completion rate and doubling the average display click-through rate.
The campaign’s results, measured through Happydemics’ brand lift solution, were significant with a 6 point increase in purchase intent and a 2 point boost in brand preference compared to the previous quarter, thanks to quarter-over-quarter optimisations. These figures underscore the effectiveness of a programmatic DOOH approach that combines technological innovation and real-time optimization to drive impactful engagement with Dell’s target audience. Read the business case here.
We are very proud to receive this award, which recognizes our expertise and spotlight the hard work of our teams. The opening of our offices in London a year ago was a strategic milestone in our expansion, and this success confirms our determination to accelerate our deployment in the UK. This campaign with Dell perfectly illustrates how smart integration of programmatic DOOH combined with display can create a consistent and impactful advertising experience, strengthening brand preference and purchase intent among consumers.
Gordon Bonifacio, Head of Sales UK at Displayce.
