Two solutions, one collaboration... Displayce and Cenareo have found the winning formula to facilitate entry into programmatic advertising and promote rapid ROI.
How? By combining their respective expertise in programmatic and DOOH. Customers benefit from a direct connection to over 90 advertising agencies and 300 traders. The opportunity to rapidly and automatically increase programmatic revenues!
Thanks to a common customer, Smartmedia, Cenareo, a specialist in digital signage in Saas mode, and Displayce, a leader in DOOH programmatic, were able to combine their expertise.
Objective: automate all the processes involved in programming advertising campaigns.
A new data-driven digital channel
For Out Of Home agencies, the issue of digital display is central. The question of automating campaign set-up is just as important for agencies that have taken the plunge.
For the past two years, we've been working with Smartmedia on monetizing their inventories via a new channel: our programmatic platform," explains Laure Malergue, founder and CEO of Displayce. While the "demand" side of the business, i.e. the marketing of space to agencies, was 100% automated, without any collaboration between Cenareo and Displayce, the management of campaigns on the Publisher side remained manual within the platform: declaration and updating of available inventory, validation and programming of a campaign...
Displayce's programmatic platform enables media agencies to buy advertising space on digital billboards. Connected to some twenty advertising agencies and numerous Data partners, it enables AI-optimized targeting, based on third-party Data from over 38,000 billboards. This huge volume makes it essential to automate the entire process chain. The interconnection of its services with Cenareo 's technology enabled Smartmedia to implement its first 100%-automated campaigns in just three months.
Three interconnected flows
A platform dedicated to content management and the management of display screen fleets, the Cenareo solution interacts on three levels.
First level: the "inventory declaration" or real-time update of the status of the inventory provided by the billposting agencies. Each broadcast point is then enriched with value-added content - precise location of the screen, potential target addressed, typology of nearby retailers, etc. - enabling the DISPLAYCE platform to quickly identify the screens best suited to the advertiser's needs.
Second level: automatic programming. Once validated in the DISPLAYCE platform, the advertising campaign can be created directly on the fly in the Cenareo solution, thanks to an API connection between the two systems. The Displayce platform then tells the campaign what content to show, when and on which screens.
Third level: automated daily reporting to indicate the number of spots broadcast during the day on a given screen. This is DISPLAYCE's opportunity to guarantee the advertiser that the right content has been broadcast the right number of times on the right screen.
Interconnecting our two systems via APIs proved to be very straightforward. The automation of all processes ensures optimum responsiveness. We can buy panels in near real time and program campaigns in a matter of hours.
Strong growth in programmatic advertising revenues
In concrete terms, how does the solution work? As soon as a campaign is sold, Smartmedia teams receive an alert. All they have to do is validate the distribution points, the media and the advertiser, and the advertising campaign is automatically scheduled. Some twenty campaigns have already been carried out over the past 6 months.
In just a few hours, content can be programmed onto a screen. For the publisher, this is an appreciable time-saver, as he can benefit from new campaigns without having to prospect or manage the acceptance procedure. Automation also considerably reduces the risk of programming errors.
Optimum responsiveness at every level, thanks to access to a constantly updated stock of screens. From now on, as soon as a screen is installed, it can be marketed immediately. No more missed sales opportunities or unavailable screens!
The solution brings a higher level of quality and reliability to campaigns. A real ROI accelerator.
Towards campaigns that can be adjusted at any time
This is the first successful step in the collaboration between Displayce and Cenareo , which is already opening up new prospects for advertising agencies and their advertisers. Our shared ambition is to work on more complex campaigns, with dynamic content and real-time processes.
With Smartmedia, we plan to be able to adapt an on-air campaign according to the occurrence of an external event. Ultimately, the idea is to move towards content that can be adapted in real time and at any time within an ongoing campaign.
An intermediate step before rolling out the platform to new customers!
Two solutions, one collaboration... Displayce and Cenareo have found the winning formula to facilitate entry into programmatic advertising and promote rapid ROI.
How? By combining their respective expertise in programmatic and DOOH. Customers benefit from a direct connection to over 90 advertising agencies and 300 traders. The opportunity to rapidly and automatically increase programmatic revenues!
Thanks to a common customer, Smartmedia, Cenareo, a specialist in digital signage in Saas mode, and Displayce, a leader in DOOH programmatic, were able to combine their expertise.
Objective: automate all the processes involved in programming advertising campaigns.
A new data-driven digital channel
For Out Of Home agencies, the issue of digital display is central. The question of automating campaign set-up is just as important for agencies that have taken the plunge.
For the past two years, we've been working with Smartmedia on monetizing their inventories via a new channel: our programmatic platform," explains Laure Malergue, founder and CEO of Displayce. While the "demand" side of the business, i.e. the marketing of space to agencies, was 100% automated, without any collaboration between Cenareo and Displayce, the management of campaigns on the Publisher side remained manual within the platform: declaration and updating of available inventory, validation and programming of a campaign...
Displayce's programmatic platform enables media agencies to buy advertising space on digital billboards. Connected to some twenty advertising agencies and numerous Data partners, it enables AI-optimized targeting, based on third-party Data from over 38,000 billboards. This huge volume makes it essential to automate the entire process chain. The interconnection of its services with Cenareo 's technology enabled Smartmedia to implement its first 100%-automated campaigns in just three months.
Three interconnected flows
A platform dedicated to content management and the management of display screen fleets, the Cenareo solution interacts on three levels.
First level: the "inventory declaration" or real-time update of the status of the inventory provided by the billposting agencies. Each broadcast point is then enriched with value-added content - precise location of the screen, potential target addressed, typology of nearby retailers, etc. - enabling the DISPLAYCE platform to quickly identify the screens best suited to the advertiser's needs.
Second level: automatic programming. Once validated in the DISPLAYCE platform, the advertising campaign can be created directly on the fly in the Cenareo solution, thanks to an API connection between the two systems. The Displayce platform then tells the campaign what content to show, when and on which screens.
Third level: automated daily reporting to indicate the number of spots broadcast during the day on a given screen. This is DISPLAYCE's opportunity to guarantee the advertiser that the right content has been broadcast the right number of times on the right screen.
Interconnecting our two systems via APIs proved to be very straightforward. The automation of all processes ensures optimum responsiveness. We can buy panels in near real time and program campaigns in a matter of hours.
Strong growth in programmatic advertising revenues
In concrete terms, how does the solution work? As soon as a campaign is sold, Smartmedia teams receive an alert. All they have to do is validate the distribution points, the media and the advertiser, and the advertising campaign is automatically scheduled. Some twenty campaigns have already been carried out over the past 6 months.
In just a few hours, content can be programmed onto a screen. For the publisher, this is an appreciable time-saver, as he can benefit from new campaigns without having to prospect or manage the acceptance procedure. Automation also considerably reduces the risk of programming errors.
Optimum responsiveness at every level, thanks to access to a constantly updated stock of screens. From now on, as soon as a screen is installed, it can be marketed immediately. No more missed sales opportunities or unavailable screens!
The solution brings a higher level of quality and reliability to campaigns. A real ROI accelerator.
Towards campaigns that can be adjusted at any time
This is the first successful step in the collaboration between Displayce and Cenareo , which is already opening up new prospects for advertising agencies and their advertisers. Our shared ambition is to work on more complex campaigns, with dynamic content and real-time processes.
With Smartmedia, we plan to be able to adapt an on-air campaign according to the occurrence of an external event. Ultimately, the idea is to move towards content that can be adapted in real time and at any time within an ongoing campaign.
An intermediate step before rolling out the platform to new customers!
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