Displayce, the leading European programmatic platform for digital out-of-home (DOOH) advertising, announces a strategic partnership with Echo Analytics, a pioneer in geospatial data solutions. Displayce became the first DOOH DSP to integrate Echo Analytics' premium library of points of interest (POI), offering its users advanced and robust targeting capabilities based on location intelligence.

In an increasingly competitive advertising landscape, advertisers seek to maximise the impact of their campaigns using precise and relevant data. Geolocated targeting proves to be an effective strategy to reach consumers in specific contexts. To address this challenge, Displayce has chosen Echo Analytics to integrate its global library of points of interest and points of sale.

This integration within the Displayce platform allows users to leverage catchment areas around points of interest and points of sale, offering more precise targeting capabilities for their DOOH campaigns. Catchment areas represent the geographical zones around a point of interest from which a business attracts its customers, which can vary significantly from one location to another. This data enables more accurate drive-to-store strategies, allowing for more relevant targeting and thus improved conversion rates.

By accessing POI data and pedestrian traffic of their competitors, advertisers can broadcast on DOOH screens around these points of sale and unlock growth opportunities. The addition of these location data allows for the creation of highly targeted and contextualised programmatic DOOH campaigns, ensuring that messages reach the right audience in the right places.

"Location-based advertising is a crucial topic in our market, and while there are open-source solutions and brands providing their own POI data, industrialising this approach requires a reliable partner. About 70% of our campaigns have a geolocated component. To improve the quality of our data points and ensure their reliability, we needed a third-party partner rather than relying solely on open-source solutions. Echo Analytics met our requirements and standards," shares Laure Malergue, CEO and co-founder of Displayce.

Echo Analytics is renowned for transforming raw data into reliable GDPR-compliant geospatial data sets. Their extensive library, updated monthly, includes more than 70 million POIs across 195 countries, providing precise geographical coordinates and detailed information on thousands of renowned brands.

"The future of DOOH will happen with PII-free geolocation data. Brands need to know where, when, and how they are investing their budget and we're thrilled to be part of this transformative experience. Working with Displayce demonstrates the increasing importance of precise and reliable data for location-based advertising and the shift from open-source solutions. We look forward to supporting the success of their platform,” said Adam Ejsmont, co-founder and chief operating officer at Echo Analytics.

Displayce

Displayce is the pioneering European platform dedicated to optimising the purchase, impact, and quality of advertising campaigns on DOOH media. This specialist programmatic platform allows agencies and brands to access a vast inventory of over 1.2 mi...

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