Adrian J Cotterill, Editor-in-Chief
Displayce, the leading European platform for programmatic buying in digital out-of-home advertising, continued its growth in 2024.
With the opening of four new offices worldwide and major technological advancements, Displayce strengthened its position as a pioneer and reaffirmed its ambition to become the global leader in programmatic DOOH.
Laure Malergue, CEO and co-founder of Displayce told us “I am very proud of Displayce’s achievements this year. Our strong growth, supported by significant technological innovations, underscores our role as a pioneer in programmatic DOOH. By integrating strategic data, constantly expanding our inventory, and launching CampaignAI, we are not just responding to our clients’ needs — we are anticipating them with innovative solutions. This year was also marked by industry recognition, with a Wires Award in the UK and two Cas d’Or DOOH awards in France, where we were also named DOOH Personalities of the Year by Ratecard Stars. Additionally, we were doubly awarded at the Adtech Awards by Minted. The future looks bright, and we will continue to establish Displayce as a global leader in out-of-home, a medium undergoing significant transformation”.
Expanded international presence and strengthened teams
Over the past year, the company has opened four new offices — in the United Kingdom, Belgium, Italy, and Brazil — bringing the total number of countries where it operates to six. In France, a new office in Paris complements the headquarters in Bordeaux. These expansions were accompanied by new hires to lead growth in each country, increasing the total workforce to 50 employees.
Surge in demand for Programmatic DOOH and enhanced inventory
Displayce has played a key role in promoting programmatic DOOH, successfully convincing new advertisers and trading desks to integrate this channel into their media plans. This led to a 70% increase in the number of campaigns realized this year and an expanded client base now totaling 800. Key sectors include travel, banking and insurance, and fashion. Additionally, 85% of the campaigns were activated via trading desks, illustrating the growing adoption of this format.
To ensure global, high-quality coverage, Displayce enriched its inventory with 140 new DOOH media owners. These include premium media owners like JCDecaux in Mexico and Colombia, Clear Channel in Poland and Denmark, and more tactical networks in key markets such as Mediamond and Ocean Outdoor Germany. The DSP also expanded its network of SSPs (Supply Side Platforms) with the integration of Germany’s Ströer and the U.S.-based Place Exchange, bringing the total number of connected SSPs to eight. With over 1.2 million screens across 80 countries from 500 media owners, Displayce provides instant access to a first-class global inventory.
Continuous innovation for more targeted and impactful campaigns
With the launch of CampaignAI, Displayce became the first DOOH DSP to integrate generative artificial intelligence into its platform. This smart assistant transforms the way DOOH campaigns are designed by analyzing client briefs and generating personalized strategies perfectly aligned with marketing goals and targeted audiences. Additionally, Displayce integrated new data partners such as Cirium, which provides real-time flight data, and Echo Analytics, which activates DOOH screens around points of interest and points of sale.
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