You work in real time. Your DOOH campaigns should too.
This is the idea behind Displayce’s latest programmatic DOOH activation, designed for five Paris-based media agencies.
The objective: to show that programmatic DOOH is creative, agile and context-aware, through a campaign visible in the daily lives of media traders within agencies, capable of adapting to their environment in real time.
Over the course of one week, Displayce delivered 65 contextualised creatives to the targeted agencies. Weather, time of day, neighbourhood and even the first names of certain people within the agencies all helped shape the campaign, showing very simply what programmatic DOOH can do.
The idea was simple: to make programmatic DOOH something agencies could experience, rather than something to explain.
A personalised activation designed to fit into agencies’ daily routines
Media agencies move at a fast pace. A brief comes in, a recommendation evolves, a campaign changes direction… Everything is managed, adjusted and optimised, sometimes within the same day. This is the reality Displayce wanted to bring to life.
If teams already work in real time, why shouldn’t their DOOH campaigns follow the same rhythm?
By appearing at key moments in their day, on the way to the office, near their workplace, at lunchtime or at the end of the day, the campaign showed that programmatic DOOH can become a true ally: a medium capable of adapting to their pace, their context and their challenges.
A creative mechanic built around context
The campaign was based on four main levers, used as creative triggers rather than simple media parameters.
- Location: a highly precise screen curation was carried out, selecting screens between 500 and 800 metres around the targeted agencies, across key areas in Île-de-France: Neuilly, Levallois, La Défense, Paris 17th arrondissement and Boulogne. The aim was to reach agencies in their everyday environment, on their way to the office, near their premises or in strategic high-traffic areas. The campaign was broadcast across JCDecaux and MediaTransports inventory.
- Weather: creatives evolved according to real-time weather conditions: sunshine, rain or cloudy skies. The external context became the starting point for the message, making the campaign instantly more relevant.
- Time of day: messages adapted to key moments in the agency day: in the morning, on the way to the office; at lunchtime, during the midday break; and in the evening, as people were leaving for the day.
- First name: creatives were also tailored to the first name of the media planner at the targeted agency.
In total, 65 creative variations were activated, with five messages per agency. Thanks to dynamic creative adaptation, each message could update in real time according to the context of delivery: neighbourhood, weather, time of day and, in some cases, the first names of people working within the targeted agencies.
What this DOOH activation demonstrates
For brands and agencies, the challenge is not only to display a message. It is to design campaigns that take into account the context in which they appear: a place, a weather condition, a time, a flow, a moment in people’s day.
This is where programmatic DOOH opens up a very tangible creative opportunity. It combines the strength of outdoor media, its visibility and impact, with added responsiveness, granularity and contextual intelligence.
With this activation, Displayce wanted to show that pDOOH does not need to be complex to be powerful. When well designed, it becomes a true creative and media ally: a lever capable of turning a screen into a useful, relevant and memorable point of contact.
You work in real time. Your DOOH campaigns should too.
