DOOH Story | RIA x JCDecaux x Displayce

In July 2024, during Tomorrowland Festival, we launched a programmatic DOOH campaign for Ria at Brussels Airport. Our mission was clear: Increase awareness and elevate the RIA agencies’ profile through enhancing visibility towards specific foreign countries residents visiting Belgium.

To achieve this, RIA used JCDecaux’s DOOH airport network and leveraged Displayce’s advanced DSP capabilities. The campaign's core innovation lay in its use of real-time flight data, which allowed us to tailor our creatives to the specific needs and money currency of arriving travelers.
Our strategy involved dynamically adjusting the creatives displayed on JCDecaux’s arrival screens based on the countries of departure of incoming flights. This meant for example that travelers from the US saw ads featuring USD, while those from the Mexico saw ads with Pesos. This level of personalization was designed to resonate more deeply with each traveler,
making our messaging more relevant and impactful.
Eight distinct visual ads were created to adapt in real-time, each showcasing a different currency to match the traveler’s origin. This currency-specific approach helped ensure that the ads felt tailored and directly applicable to the audience’s context.
The technology behind the campaign was equally innovative. By matching real-time flight data and JCDecaux airport indoor journey on Displayce’s DOOH platform, we leveraged a trigger to display ads when the right travelers were present within the airport. This real-time adjustment maximized our reach and ensured that our ads were seen by travelers most likely
to engage with them.
With more than 1 300 000 relevant impressions delivered, the campaign was a success. We saw a significant boost in engagement, with real-time adaptation leads to higher levels of attention and recall. The relevance of the ads, thanks to the currency-specific customization, drives increased interaction. Most notably, the campaign was 2,8x more cost efficient compared to traditional DOOH, minimizing wasted impressions and maximizing impact only on specific timing of the day.
This campaign stands out as a prime example of how combining programmatic DOOH with real-time data and geo-targeted content can create highly effective, contextually relevant advertising. The innovative approach and outstanding results make it a strong contender for
recognition.

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About Displayce
DISPLAYCE is a leading ad-tech platform that bridges the gap between media owners and brands so that they can easily create, maintain and scale programmatic out-of-home campaigns.
Thanks to its programmatic platform, agencies and brands have one-click access to the largest digital billboard inventory worldwide, enabling them to promote their campaigns in premium formats, in targeted environments and to a massive audience.
This proprietary AI-based technology offers automated per-panel buying, differentiated targeting capabilities, optimized campaign impact and broadcast quality measurement.
Founded in 2014 and headquartered in Bordeaux, DISPLAYCE is revolutionizing out-of-home advertising.
DISPLAYCE has over 40 experts, with offices in France, Spain, UK and the Netherlands.
Since July 2022, JCDecaux has taken a majority stake in the structure and this alliance will give Displayce the means to accelerate its development.
Learn more at: https://www.displayce.com/en/