Smartmedia has been a Cenareo advertising partner for many years.
With over 1,000 screens in malls andshopping centers in France, Smartmedia is a mass-market display medium close to the act of buying that completes the consumer's media journey.
In a few figures, Smartmedia is :
- 226 Shopping centers in France
- 30% of national mall coverage (DOOH)
- 1017 screens in shopping malls in France
These customers include Leclerc, Système U, Carrefour, Cora, Auchan, Intermarché and Monoprix.
+15.5% incremental sales on Smartmedia test posts.
Cenareo and Smartmédia have been working together for 4 years to develop the agency's digital network: the network has grown from 15 to 1,000 screens in 2 years!
And the results are in: post-test incremental sales are at 15.5% (IRI). This corresponds to additional sales of a product when it is promoted on a screen.
Targeting: the DOOH challenge
Today, with a goal of growing its installed base by 300 screens a year, Smartmedia's main focus is on audience qualification to guaranteethe best campaign ROI for its advertisers.
What tools are used for better targeting?
1/ Audience qualification through facial detection
Recently, Smartmedia conducted tests on facial detection. 35% of its fleet has been equipped with cameras linked to the Masseev detection system.
The first objective was to collect audience qualification data to create audience structures. The cameras, by capturing 150 points on people's faces, will determine their age, gender and attention (eye-tracking).
Key figures
- 127 million contacts
- 72 representative centers equipped with cameras
- Audience structure by 5-year age brackets and gender
Benefit 1: precise audience structures
Thanks to this system, we know in real time who is visiting the store, by age and gender, and by hour, day, week and month.
Benefit 2: The message is automatically delivered to the right target
The combination of Masseev and Cenareo technologies enables content to be pushed in real time, depending on the target audience passing by the panels.
Depending on the data detected by the cameras, the broadcast loop is modified to broadcast the appropriate content. The result is measured according to the number of these modifications: if the loop is modified 365 times, we know that 365 people have been exposed to the message, and its in the advertiser's intended target.
For the advertiser, this means precise targeting and better ROI.
For example, we know that August is the month with the lowest traffic levels, with December taking the cake with 10.7% of annual traffic.
2/ Smart Weather: the broadcast context takes precedence
In addition to broadcasting to the right target, Smartmedia lets you choose the meteorological context in which to broadcast your messages.
Taking this contextual data into account when planning content maximizes the impact of messages and the relevance of communication.
In concrete terms, advertisers can choose to link their messages to the weather at the screen's location. In this way, the outdoor temperature or rainfall triggers the message to be broadcast.
It's now possible to broadcast content only on sunny days between 25° and 30°.
Precise reporting
Today, Smartmedia has been awarded the " DOOH trust " label by the ACPM, along with Clear Channel, Mediatransports, JCDecaux, in-Store Media, IMediacenter and Phenix Digital.
This certification evaluates and attests to the proper distribution of DOOH campaigns. This means that the space purchased by advertisers will be honored. A sign of confidence for advertisers, the label is also proof of the performance of the Cenareo solution, whose reporting is accurate and reliable.
Smartmedia has been a Cenareo advertising partner for many years.
With over 1,000 screens in malls andshopping centers in France, Smartmedia is a mass-market display medium close to the act of buying that completes the consumer's media journey.
In a few figures, Smartmedia is :
- 226 Shopping centers in France
- 30% of national mall coverage (DOOH)
- 1017 screens in shopping malls in France
These customers include Leclerc, Système U, Carrefour, Cora, Auchan, Intermarché and Monoprix.
+15.5% incremental sales on Smartmedia test posts.
Cenareo and Smartmédia have been working together for 4 years to develop the agency's digital network: the network has grown from 15 to 1,000 screens in 2 years!
And the results are in: post-test incremental sales are at 15.5% (IRI). This corresponds to additional sales of a product when it is promoted on a screen.
Targeting: the DOOH challenge
Today, with a goal of growing its installed base by 300 screens a year, Smartmedia's main focus is on audience qualification to guaranteethe best campaign ROI for its advertisers.
What tools are used for better targeting?
1/ Audience qualification through facial detection
Recently, Smartmedia conducted tests on facial detection. 35% of its fleet has been equipped with cameras linked to the Masseev detection system.
The first objective was to collect audience qualification data to create audience structures. The cameras, by capturing 150 points on people's faces, will determine their age, gender and attention (eye-tracking).
Key figures
- 127 million contacts
- 72 representative centers equipped with cameras
- Audience structure by 5-year age brackets and gender
Benefit 1: precise audience structures
Thanks to this system, we know in real time who is visiting the store, by age and gender, and by hour, day, week and month.
Benefit 2: The message is automatically delivered to the right target
The combination of Masseev and Cenareo technologies enables content to be pushed in real time, depending on the target audience passing by the panels.
Depending on the data detected by the cameras, the broadcast loop is modified to broadcast the appropriate content. The result is measured according to the number of these modifications: if the loop is modified 365 times, we know that 365 people have been exposed to the message, and its in the advertiser's intended target.
For the advertiser, this means precise targeting and better ROI.
For example, we know that August is the month with the lowest traffic levels, with December taking the cake with 10.7% of annual traffic.
2/ Smart Weather: the broadcast context takes precedence
In addition to broadcasting to the right target, Smartmedia lets you choose the meteorological context in which to broadcast your messages.
Taking this contextual data into account when planning content maximizes the impact of messages and the relevance of communication.
In concrete terms, advertisers can choose to link their messages to the weather at the screen's location. In this way, the outdoor temperature or rainfall triggers the message to be broadcast.
It's now possible to broadcast content only on sunny days between 25° and 30°.
Precise reporting
Today, Smartmedia has been awarded the " DOOH trust " label by the ACPM, along with Clear Channel, Mediatransports, JCDecaux, in-Store Media, IMediacenter and Phenix Digital.
This certification evaluates and attests to the proper distribution of DOOH campaigns. This means that the space purchased by advertisers will be honored. A sign of confidence for advertisers, the label is also proof of the performance of the Cenareo solution, whose reporting is accurate and reliable.
