DOOH: Cenareo and Displayce boost your programmatic revenue
Two solutions, one collaboration… Displayce and Cenareo have found the winning formula to make it easy to adopt programmatic advertising with a quick ROI. Simply put, they are combining their respective expertise in programmatic and DOOH. Customers will now enjoy a direct connection to more than 90 media agencies and 300 traders. This integration creates an opportunity to boost programmatic revenue quickly and automatically.
Cenareo, an expert in SaaS-based digital signage, and Displayce, the leader in programmatic DOOH, came together thanks to a shared customer, Smartmedia.
Together, the two companies aim to automate the set of processes inherent to programming ad campaigns.
For Out-of-Home advertising companies, digital signage is vital. For advertising companies that already embrace digitization, automating the rollout of campaigns is equally important.
Displayce’s programmatic platform allows media agencies to buy ad space on digital posters and billboard. Connected to some 20 advertising companies and many data partners, the platform provides optimised targeting through AI, based on third-party data, on more than 38,000 digital posters and billboards. With such a large number of options, automating the entire process chain is crucial. Merging Displayce’s services with Cenareo’s technology has made it possible to implement the first fully automated campaigns for advertising companies, in just three months, for Smartmedia.
As a content management and display screen management platform, the Cenareo solution is instrumental at three levels.
Level 1: Inventory reports and real-time updates to available inventory by advertising companies. Each broadcast location receives value-added content—for example, the screen’s exact location, the potential target reached, types of signs nearby—to enable the Displayce platform to quickly identify screens that fit the needs of the advertiser.
Level 2: Automatic scheduling. Once approved in the Displayce platform, the ad campaign can be created on the fly in the Cenareo solution, which connected to the platform through API. The Displayce platform then sends it information about which content to broadcast, on which date, and on which screens.
Level 3: Daily automated reports to indicate the number of spots broadcasted during the day on a given screen. Displayce can show the advertiser that the right content was broadcasted the right number of times on the right screen.
So, how does the solution actually work? Smartmedia teams receive an alert as soon as a campaign is sold. They then have to approve the broadcast locations, the media, and the advertiser, and the advertising campaign is automatically scheduled. About 20 campaigns have already been conducted in the past six months.
This first successful step in the collaboration between Displayce and Cenareo is already opening up new possibilities for advertising companies and their advertisers. The common goal is to be able to work on more complex campaigns with dynamic content and real-time processes.
This is an intermediary step before rolling out the platform to new customers.
Displayce is the leading technological platform designed to optimise the buying, impact, and quality of ad campaigns run on digital posters and billboards (DOOH). Using this programmatic platform, media agencies have access to France’s widest digital inventory in just one click and can thus maximise the value of their advertisers’ campaigns in premium formats, within targeted environments, and to a mass audience. This artificial intelligence-based proprietary technology offers automated buying of screen space, strong ability to differentiate when targeting, campaign impact optimisation, and a measurement of the quality of reach. Led by Laure Malergue et Marie Gaestel, the Displayce purchasing platform is used by every media agency in France. Three years after its launch, the company has more than 38,000 digital posters in its inventory.
For more information:
displayce.com | Twitter: @displayce_media