Digital out-of-home (DOOH) specialist Displayce will unveil a new brand identity, reinforcing its ambition to become the leading global technology suite for out-of-home (OOH) advertising.
With a presence in nine cities worldwide, Displayce supports advertisers, agencies, and media owners in tackling visibility and attention challenges through AI-driven, advanced targeting solutions.
NDA Editor Justin Pearse sits down with Emma Labrador, CMO of Displayce, to discuss the company’s recent rebrand, global expansion, and the future of programmatic DOOH.
Displayce is celebrating its 10-year anniversary with a rebrand. What prompted this decision, and what does it signify for the company?
Yes, 10 years is a significant milestone for us. Displayce has grown from a French-based company to an international player in programmatic DOOH, supported by our partnership with JCDecaux for the past three years.
Displayce is a specialised ad platform for DOOH. We operate two main platforms: a media platform (DSP) and a data platform (DMP). Our DSP provides programmatic access to 1.2 million screens worldwide, making it the largest inventory available today.
Last year, we integrated generative AI into our DSP, becoming the first DOOH platform to do so. This allows advertisers to input a campaign brief and receive AI-generated strategic recommendations. Our DMP, on the other hand, helps media owners centralise, unify, and enhance their out-of-home inventory with data, making their offerings more targeted and measurable.
The OOH sector has seen significant growth post-pandemic. What do you see as the biggest opportunities for advertisers in DOOH today?
DOOH is currently the fastest-growing media channel, reflecting its increasing importance in the media mix.
A key opportunity lies in data and AI-driven optimisation. AI has been a buzzword for years, but now we’re seeing real applications that make campaigns more dynamic and relevant in real time.
With advanced data usage, advertisers can better understand their audiences and deliver more personalised, context-aware messages. Predictive analytics can also help brands anticipate audience flows and peak engagement times, ensuring ads are displayed at the most impactful moments.
Despite this growth, what are the main barriers that the industry still needs to overcome?
Education remains a significant challenge.
While programmatic DOOH has proven its effectiveness, there’s still work to be done in raising awareness among clients and agencies about its targeting capabilities, measurability, and efficiency within the broader media mix.
Another challenge is attention, audiences are increasingly fragmented, and advertisers need to ensure their messages are engaging and non-intrusive. However, I believe DOOH provides a strong answer to this, offering natural and high-impact advertising in public spaces.
Measurement has always been a talking point in DOOH. What’s happening in this space?
Measurement is a priority for us. While the industry has made progress, there is still a need for greater standardisation in how DOOH campaigns are evaluated.
At Displayce, we are heavily focused on this, offering solutions such as brand lift studies and drive-to-store analytics. However, there is room for improvement, particularly in aligning DOOH measurement with broader omnichannel strategies.
Creativity is another key aspect of DOOH. How is programmatic technology enhancing creativity in this space?
Programmatic technology, especially when combined with data and AI, allows for highly creative, context-driven campaigns. One example is dynamic creative optimisation (DCO), where ads are triggered by real-time conditions.
For instance, we ran a campaign for Ria Money Transfer in Belgium, where creatives changed based on flight destinations, adjusting messaging and currency in real time. This level of contextual relevance makes campaigns more engaging and effective.
How does DOOH integrate with other channels like mobile and social media?
DOOH should be considered as part of a broader media mix. Studies have shown that DOOH has a halo effect on other channels, such as social media and search. At Displayce, we offer mobile retargeting solutions, allowing brands to amplify their DOOH campaigns by engaging audiences on their smartphones.
This cross-channel integration enhances reach and frequency, making campaigns more effective.
Looking at Displayce’s expansion, you’re now in eight markets. What’s next in terms of growth and new territories?
We started as a French company but have expanded significantly, opening in Belgium, Germany, Brazil, Dubai, and Italy, among others. Last year was particularly busy, with four new markets added.
This year, we’re focusing on strengthening our presence in Europe and expanding further into South America. The majority of our revenue is now 60% generated outside of France, so international growth is a key driver for us. We are also hiring more people to support this expansion.
