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DISPLAYCE and Médiatransports launch first Drive-to-Store programmatic DOOH test with PUBLICIS MEDIA

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19 Dec 2018

DISPLAYCE, the pioneer in programmatic Digital Out-of-Home advertising, alongside Médiatransports and PUBLICIS MEDIA, has launched the first-ever programmatic “Drive-to-Store” campaign in France. The campaign, which was exclusively tested with the renowned French perfume retailer, MARIONNAUD, aims to drive in-store visits and boost sales, particularly as the holiday season approaches.

Innovative partnership with Marionnaud

The objective of the campaign was twofold: to promote MARIONNAUD’s “click-and-collect” service, offering in-store pickup within an hour, and to guide consumers towards nearby store locations. This innovative campaign was activated across a vast inventory of transport-based digital screens from Médiatransports, covering more than 100 stations and almost 1400 panels throughout Paris.

Real-time optimization for maximum impact

What sets this campaign apart is its use of real-time optimization powered by DISPLAYCE’s Demand-Side Platform (DSP). This platform’s advanced features enabled dynamic adjustments to the campaign based on real-time data, optimizing the placement and timing of ads. By leveraging this technology, the campaign successfully targeted consumers with personalized messages, promoting nearby stores and in-store pickup options.

“We are thrilled with the success of this ambitious project, which allowed us to deploy a large-scale Dynamic Content Optimization (DCO) plan across over 100 stations and 1400 panels. This campaign combined creative relevance, technological performance, and strong business objectives.”
Anne-Laure Padrines, Director of OOH at PUBLICIS MEDIA France

Programmatic advertising with AI

The collaboration between DISPLAYCE and PUBLICIS MEDIA brought together complementary expertise in programmatic DOOH advertising and AI-driven content optimization. DISPLAYCE’s AI platform played a key role in identifying the most relevant screens to deliver the campaign and dynamically adapting the video content in real-time. This allowed the campaign to display customized content based on the proximity of users and the performance of specific stores.

“We are delighted with this collaboration. Thanks to the complementary expertise of our teams, we were able to deliver real innovation and performance. With our AI-powered platform, we quickly identified the most effective screens to display the campaign and tailored the video content according to the distance of users and the results from stores.”
Laure Malergue, Founder and CEO of DISPLAYCE

A holiday campaign not to miss

This revolutionary “Drive-to-Store” DOOH campaign will be visible until December 24th in various Parisian stations, offering a glimpse into the future of targeted, real-time digital advertising.

Key Takeaways:

  1. First-ever Programmatic DOOH “Drive-to-Store” campaign: A successful collaboration between DISPLAYCE, Médiatransports, and PUBLICIS MEDIA, targeting in-store visits.
  2. Real-time optimization: Advanced AI-driven platform optimized the campaign based on live data, adjusting content and targeting dynamically.
  3. Holiday season relevance: Focus on driving customers to local MARIONNAUD stores for the convenient “click-and-collect” service.
  4. Widespread coverage: Ads displayed across more than 100 stations and 1400 panels in Paris, increasing visibility and effectiveness.

As the demand for personalized, data-driven advertising grows, this campaign marks a significant milestone in the evolution of programmatic DOOH advertising, offering valuable insights and setting the stage for future innovations in the space.