Two solutions, a 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. The key for customers: a direct connection to over 90 advertising agencies and 300 traders. This is an opportunity to quickly and automatically increase programmatic revenues!
It is thanks to a joint customer, Smartmedia, that Cenareo, a specialist in dynamic signage in Saas mode, and Displayce, leader in DOOH programmatic solutions, were led to link their expertise.
Objective: to automate all the processes inherent in the programming of advertising campaigns.
A new digital channel driven by data
For Out Of Home control rooms, the question of digitizing displays is central. The question of automating the implementation of campaigns is just as important for agencies that have taken the plunge.
We have been working for two years with Smartmedia on the monetization of their inventories through a new channel: our programmatic platform, says Laure Malergue, founder and CEO of Displayce. If the “Request” part, therefore the marketing of spaces to agencies, was 100% automated, without collaboration between Cenareo and Displayce, the management of campaigns on the Publisher side remained manual in the platform: declaration and updating of the available fleet, validation and programming of a campaign...
Indeed, the programmatic platform offered by Displayce allows media agencies to buy advertising space on digital panels. Connected to around twenty sales agencies and numerous Data partners, it allows targeting optimized by AI, based on third-party Data on more than 38,000 billboards. A very large volume that makes it essential to automate the entire process chain. The interconnection of its services with Cenareo technology made it possible to set up, in just three months, the first 100% automated campaigns on the “Régie” side for Smartmedia.
Three interconnected flows
A platform dedicated to content management and the management of display screens, the Cenareo solution interacts at three levels.
First level: the “inventory declaration” or the real-time update of the state of the fleet made available by the advertising agencies. Each distribution point is then enriched with value-added content — precise location of the screen, potential target addressed, typology of nearby retailers... — to allow the DISPLAYCE platform to quickly identify the screens most suited to the needs of the advertiser.
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 a connection of the two systems by API. The Displayce platform then communicates to her what content she should broadcast, on what date and on which screens.
Third level: daily automated reporting to indicate the number of spots broadcast during the day on a given screen. An opportunity for DISPLAYCE to guarantee the advertiser that the right content was shown the right number of times on the right screen.
Interconnecting our two systems via APIs proved to be very simple. Automating all processes promotes optimal reactivity. We can buy panels almost in real time and program campaigns in a few hours.
Strong growth in programmatic advertising revenue
Concretely, how does the solution work? As soon as a campaign is sold, Smartmedia teams receive an alert. They then only have to validate the distribution points, the media and the advertiser, and the advertising campaign is automatically scheduled. Around twenty campaigns have already been carried out in the last 6 months.
In just a few hours, content can be programmed onto a screen. For the publisher, it is a significant time-saver because he can benefit from new campaigns without having to prospect or manage the acceptance procedure. Likewise, automation significantly reduces the risk of programming errors.
Optimal responsiveness at all levels thanks to access to a fleet of screens that are always up to date. From now on, as soon as a screen is installed, it can immediately be marketed. No more missing a sales opportunity or offering an unavailable screen!
The solution brings a higher level of quality and reliability to campaigns. A real factor in accelerating ROI.
Towards campaigns that can be adjusted at any time
A successful first step in the collaboration between Displayce and Cenareo and which already opens up new perspectives for advertising agencies and their advertisers. With a common ambition: to be able to work on more complex campaigns, with dynamic content and on processes in real time.
With Smartmedia, we plan to be able to adapt a campaign that is being broadcast 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 deploying the platform to new customers!
Two solutions, a 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. The key for customers: a direct connection to over 90 advertising agencies and 300 traders. This is an opportunity to quickly and automatically increase programmatic revenues!
It is thanks to a joint customer, Smartmedia, that Cenareo, a specialist in dynamic signage in Saas mode, and Displayce, leader in DOOH programmatic solutions, were led to link their expertise.
Objective: to automate all the processes inherent in the programming of advertising campaigns.
A new digital channel driven by data
For Out Of Home control rooms, the question of digitizing displays is central. The question of automating the implementation of campaigns is just as important for agencies that have taken the plunge.
We have been working for two years with Smartmedia on the monetization of their inventories through a new channel: our programmatic platform, says Laure Malergue, founder and CEO of Displayce. If the “Request” part, therefore the marketing of spaces to agencies, was 100% automated, without collaboration between Cenareo and Displayce, the management of campaigns on the Publisher side remained manual in the platform: declaration and updating of the available fleet, validation and programming of a campaign...
Indeed, the programmatic platform offered by Displayce allows media agencies to buy advertising space on digital panels. Connected to around twenty sales agencies and numerous Data partners, it allows targeting optimized by AI, based on third-party Data on more than 38,000 billboards. A very large volume that makes it essential to automate the entire process chain. The interconnection of its services with Cenareo technology made it possible to set up, in just three months, the first 100% automated campaigns on the “Régie” side for Smartmedia.
Three interconnected flows
A platform dedicated to content management and the management of display screens, the Cenareo solution interacts at three levels.
First level: the “inventory declaration” or the real-time update of the state of the fleet made available by the advertising agencies. Each distribution point is then enriched with value-added content — precise location of the screen, potential target addressed, typology of nearby retailers... — to allow the DISPLAYCE platform to quickly identify the screens most suited to the needs of the advertiser.
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 a connection of the two systems by API. The Displayce platform then communicates to her what content she should broadcast, on what date and on which screens.
Third level: daily automated reporting to indicate the number of spots broadcast during the day on a given screen. An opportunity for DISPLAYCE to guarantee the advertiser that the right content was shown the right number of times on the right screen.
Interconnecting our two systems via APIs proved to be very simple. Automating all processes promotes optimal reactivity. We can buy panels almost in real time and program campaigns in a few hours.
Strong growth in programmatic advertising revenue
Concretely, how does the solution work? As soon as a campaign is sold, Smartmedia teams receive an alert. They then only have to validate the distribution points, the media and the advertiser, and the advertising campaign is automatically scheduled. Around twenty campaigns have already been carried out in the last 6 months.
In just a few hours, content can be programmed onto a screen. For the publisher, it is a significant time-saver because he can benefit from new campaigns without having to prospect or manage the acceptance procedure. Likewise, automation significantly reduces the risk of programming errors.
Optimal responsiveness at all levels thanks to access to a fleet of screens that are always up to date. From now on, as soon as a screen is installed, it can immediately be marketed. No more missing a sales opportunity or offering an unavailable screen!
The solution brings a higher level of quality and reliability to campaigns. A real factor in accelerating ROI.
Towards campaigns that can be adjusted at any time
A successful first step in the collaboration between Displayce and Cenareo and which already opens up new perspectives for advertising agencies and their advertisers. With a common ambition: to be able to work on more complex campaigns, with dynamic content and on processes in real time.
With Smartmedia, we plan to be able to adapt a campaign that is being broadcast 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 deploying the platform to new customers!
