Performics, Publicis Media’s media agency, has teamed up with Displayce, the Demand Side Platform (DSP) specialising in programmatic buying of digital advertising, to design a tailor-made geolocation campaign to accompany the launch of Bouygues Telecom’ new 4G box offering.
A targeted strategy to maximise advertising impact
Bouygues Telecom’s 4G box offer is aimed at people living in rural areas with inadequate ADSL coverage, but with good indoor 4G reception. To maximise the impact of this communication, Performics has deployed a multi-channel media campaign, with no audience wastage, in line with Bouygues Telecom’s technological positioning.
As Bouygues Telecom’s digital and local advisor, Performics extended its expertise to the operator’s global media strategy. The campaign includes :
- City-centre billboards,
- Letterbox distribution in targeted towns and cities,
- Geolocalised digital advertising via DOOH (Digital-Out-Of-Home).
Thanks to an in-depth analysis of the territorial network, Performics identified a strong geographical affinity between the target towns and the DOOH panels distributed by Displayce. In less than 48 hours, the campaign was deployed on more than 3,000 screens located in strategic areas: streets, shopping centres, service stations, sports halls, etc. This precise meshing enabled 77% of the targeted areas to be covered, offering optimum visibility.
Bouygues Telecom, a pioneer in programmatic DOOH advertising
Bouygues Telecom has become the first telephone operator to use Displayce’s programmatic DOOH offering, optimising its presence in areas where traditional media are less developed.
With this hyper-geolocalised campaign, Performics and Displayce are enabling Bouygues Telecom to reinforce its image of proximity and technological innovation, while maximising the reach of its message to local audiences.