Two years after the launch of its programmatic platform, DISPLAYCE has established itself as a leading player in the DOOH market in France. With an inventory of 800 campaigns, 200 active users, 38,238 digital panels, 12 experts and a 10-fold increase in sales in 1 year, the results are more than positive and demonstrate the enthusiasm of agencies for this new purchasing method. After several years of R&D and data analysis, the platform has taken DOOH campaigns to a whole new level. Thanks to new functionalities, it enables agencies to buy better, ensure greater impact and optimise the quality of advertising campaigns broadcast on French digital panels.
The largest inventory in France
DISPLAYCE enables agencies and advertisers to buy advertising space on digital screens (DOOH) in an automated, targeted and streamlined way. A first in France. In 2018, the platform finished convincing all French agencies to use it, including Publicis, Tradelab, Screenbase and Amnet.
Hybrid technology to enhance performance
To maximise its power, the platform develops human expertise exponentially using artificial intelligence. Agencies enter their targeting criteria and campaign objectives. The DSP then uses a combinatorial optimisation algorithm to calculate the best broadcast scenario from billions of possible combinations. Only the most relevant panels are selected, and the platform displays all the outperformance indicators to accurately assess the optimisation of the campaign. Another new feature is time-of-day targeting. It is now possible to select the time slot during which the campaign should be broadcast, either exclusively or predominantly. The aim? To enable over-pressurised broadcasting at key times of the day to reach its core target and rationalise its budget.
Quality with a difference.
With a view to combining quality with power, the platform gives priority to broadcasting campaigns on a network of premium screens, combining an impactful format, a privileged environment and a large audience. This is a major advantage when it comes to serving brands’ image and mass visibility objectives. Another feature that agencies are particularly keen to exploit is the ability to adapt videos in 18 vertical and horizontal formats, free of charge, in just a few seconds. As well as saving a considerable amount of time, this ensures that each video is perfectly adaptable to the different formats of digital panels. A significant guarantee of quality.
Finally, to measure the media quality of each DOOH campaign, DISPLAYCE offers to collect information on the ground and analyse this data to provide a score for each campaign. This approach is unique in France and complements the range of functions recently deployed by the DSP.