Real-time ad precision: The power of Adsquare’s integration with Displayce

A game-changing partnership for DOOH since 2022, Adsquare and Displayce’s DSP have formed a powerful integration that brings real-time precision to Digital-Out-Of-Home (DOOH) advertising. This collaboration provides European marketers with Adsquare’s Location Intelligence powered solutions, including precise Measurement and pre-bid audience Activation, enhancing the effectiveness of DOOH campaigns. With global ad spending in DOOH projected to hit $17.28 billion by year-end, this partnership sets marketers up for location-based campaign success.

Optimised targeting with Adsquare’s Audience Scoring

Adsquare’s Audience Scoring leverages mobile location data to connect audience segments with DOOH locations. Using dynamic audience indexes, Adsquare scores each segment for every DOOH location by the hour. This allows for a clear understanding of which audiences are seen around DOOH locations, enabling precise planning and real-time optimisation.

Case study: Europ Assistance

One concrete example of Adsquare’s impact on Displayce is the campaign for Europ Assistance. This campaign aimed to raise brand awareness among high-income travellers (CSP+ travellers) in airports, train stations, and metro hubs across France before the summer holidays. Adsquare data allowed Displayce to identify locations frequented by these high-income earners, ensuring the campaign targeted only screens with an over-representation of the desired audience. By focusing on the best locations, Europ Assistance achieved a significant boost in both reach and impact, optimising the media buy and overall performance. The effectiveness of the campaign was measured using a Brand Lift Survey study. Europ Assistance benefited from an increase of 24 points in brand consideration and 28 points in specific intent.

Programmatic precision with Displayce

By integrating Adsquare, Displayce enhances programmatic DOOH campaigns with key capabilities:

• Audience targeting: Adsquare’s Audience Scoring activates the right screens based on surrounding target audiences and makes precise adjustments during the optimal time slots. This strategy, combined with day-parting, enables real-time adjustments to align campaigns with the audience’s behaviour. In the Europ Assistance example, Adsquare data ensured that the campaign reached the right audience during critical travel periods.
• Custom modelling: Displayce worked with Adsquare’s data modelling to create a more customised DOOH measurement approach. By ranking DOOH screens based on impressions of the target audience, Displayce optimised the campaign’s screen selection to balance between audience concentration and reach. For campaigns focusing on concentrated targeting, fewer screens in top locations are selected. To broaden reach, more locations with the presence of target audiences are added.

Case study: Meetic

In a campaign for Meetic, Adsquare built a custom dataset to target single women in their 30s, a key demographic for the French online dating service. By dynamically adjusting screen selection based on the concentration of this audience, Meetic generated 1.3 million impressions and achieved significant returns on ad spend. Adsquare’s real-time Audience Scoring ensured Meetic reached their target audience at the right place and time.

Real-time adjustments for increased precision

Adsquare’s integration with Displayce’s DSP enables precise, real-time adjustments to programmatic DOOH campaigns:

• Dynamic targeting: Audience segments can be selected directly in the DSP, ensuring screens are only purchased during times when target audiences are present. This dynamic targeting maximises impact by ensuring ads are shown in proximity to high concentrations of relevant viewers.
• Heat map functionality: Displayce’s heat map functionality identifies the optimal time slots for screen purchases based on Adsquare’s audience data, further refining campaign precision throughout the day.
• Continuous optimisation: Displayce’s custom modelling recalculates audience concentration in real-time, optimising screen selection to balance reach and engagement based on the target audience’s location and movement patterns.

Measuring success with key metrics

Success in DOOH is typically measured through a range of KPIs that reflect audience reach, engagement, and brand impact. Adsquare’s integration optimises these KPIs by enhancing both targeting and campaign adjustments. 

For a deeper understanding of campaign performance, Displayce provides Brand Lift Surveys. These mobile surveys assess campaign impact on key brand indicators, such as awareness, perception, and engagement. This combination of quantitative KPIs and qualitative insights helps brands measure overall effectiveness.

Case study: Europ Assistance

In the Europ Assistance campaign, Brand Lift Surveys provided key insights into how the DOOH ads influenced brand perception among high-income travellers, confirming the campaign’s success in raising awareness and improving brand association with travel.

Real-time campaign optimisation

Marketers can fine-tune campaigns with Adsquare’s real-time spatial data insights. Dynamic index scoring, live footfall Measurement, and Displayce’s heat map functionality empower brands to adjust their strategies on the fly, ensuring maximum impact.

As the DOOH landscape continues to evolve, Adsquare and Displayce are pushing the boundaries of what’s possible in location-based targeting and real-time campaign optimisation. This partnership offers brands the agility to connect with audiences more precisely than ever, using real-time data to make every impression count. With advanced features like dynamic audience scoring, footfall measurement, and heat mapping, Adsquare and Displayce empower marketers to achieve exceptional engagement and measurable brand impact. Looking ahead, this powerful integration positions marketers to stay ahead of consumer behaviour trends, making it an invaluable asset in the toolkit of forward-thinking brands eager to lead in the dynamic world of programmatic DOOH advertising.

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