Smartmedia is a advertising agency Cenareo partner for many years.
Owner of more than 1000 screens In the malls and cshopping centers in France, Smartmedia is a Mass Market display media as close as possible to the act of purchase Who comes to perfect the media journey of consumers.
In a few figures, Smartmedia is:
- 226 Shopping centers in France
- 30% National mall coverage (DOOH)
- 1017 screens in shopping galleries in France
These customers are Leclerc, Système U, Carrefour, Carrefour, Cora, Auchan, Intermarkt or even Monoprix.
+15.5% in incremental sales on Smartmedia test posts.
Cenareo and Smartmedia have been working together for 4 years to develop the agency's digital network : the network goes from 15 to 1000 screens in 2 years!
And the results are in: the post tests of incremental sales are in 15.5% (IRISH). This corresponds to the additional sales of a product when it is promoted on a screen.
Targeting: the DOOH challenge
Today, with the objective of growing its fleet of 300 screens each year, Smartmedia's main focus is the Qualification of the audience to guarantee theThe best campaign ROI to its advertisers.
What tools are used for better targeting?
1/ Audience qualification thanks to facial detection
Recently, Smartmedia conducted tests on the facial detection. 35% of its fleet has been equipped with cameras connected to the Masseev detection system.
The first objective was to gather 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).
In a few figures
- 127 million Of contacts
- 72 representative centers equipped with cameras
- An audience structure in brackets of 5 Years, by age and gender
Benefit 1: accurate audience structures
Thanks to this device, we know in real time who visits the store, by age and gender, by hour, day, week, month.
Benefit 2: The message is delivered automatically to the right target
The combination of Masseev and Cenareo technologies makes it possible to push content in real time according to the target who is passing nearby panels.
According to the data detected by the cameras, the broadcast loop is modified to broadcast the appropriate content. The result is measured according to many of these modifications: if the loop is modified 365 times, we know that 365 they have been exposed to the message, and its in the target targeted by the advertiser.
For the advertiser, this means a precise targeting, a best ROI.
For example, we know that August is the least frequented month for centers, with December winning the prize with 10.7% of annual traffic.
2/ Smart Weather: the broadcast context takes precedence
In addition to broadcasting to the right target, Smartmedia allows you to choose the meteorological background for distributing messages.
Take into account this context data in content planning maximizes The impact of the messages and the relevancy of communication.
Concretely, the advertiser can choose to link the weather forecast where the screen is located to his messages. Thus, the outside temperature or the rainfall triggers the message to be broadcast.
Broadcast content only on sunny days between 25° and 30° becomes possible.
Precise reporting
Today Smartmedia is certified” Dooh Trust ” by the ACPM, as well as Clear Channel, Mediatransports, JCDecaux, In-store Media, iMediaCenter and Phenix Digital.
This certification assesses and attests to the successful distribution of DOOH campaigns. This means that spaces purchased by advertisers will be honored. Pledge of trust for advertisers, the label is also proof of the performance of the Cenareo solution, whose reporting is accurate and reliable.
