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The technology company won the ‘Best Use of Digital Out-Of-Home Technology’ award at The Wires Awards 2024, for a campaign with Dell
French digital out-of-home (DOOH) technology company Displayce has won the ‘Best Use of Digital Out-Of-Home Technology’ award at The Wires Awards 2024.
The advertising awards show, which took place on November 7th at the One Marylebone venue in London, was hosted by advertising services company ExchangeWire. Other prizes included Ad Tech Personality of the Year, Best Sustainable Advertising Solution, and Best Multichannel Strategy.
The French company received the award only a year after entering the UK market, beating out nine other campaigns competing for the prize by companies including JCDecaux, Vistar Media, and Hivestack.
The award, which was shared with advertising services companies VIOOH and Locala, was presented for a campaign executed for technology company Dell. The campaign leveraged programmatic DOOH to highlight and support Dell’s transition from traditional ‘bricks-and-mortar’ retail to a fully digital presence.
Spanning two phases, the campaign generated over 2.5 million impressions across 466 cities in the UK. During the campaign, Locala’s Location Intelligence platform was used to target ‘high-tech affinity zones’, using geo-targeting to reach demographics such as tech enthusiasts, business decision-makers, and ‘Black Friday’ shoppers.
The campaign utilised a variety of formats including DOOH panels, HTML5 banners, and pre-roll videos, engaging consumers across mobile, desktop, and DOOH environments.
VIOOH’s supply-side platform was utilised to enable distribution across a variety of digital screens in strategic locations to maximise campaign visibility.
Speaking of the award, Gordon Bonifacio, head of sales UK at Displayce, says: “We are very proud to receive this award, which recognises our expertise and spotlights the hard work of our teams.
“The opening of our offices in London a year ago was a strategic milestone in our expansion, and this success confirms our determination to accelerate our deployment in the UK.
“This campaign with Dell perfectly illustrates how smart integration of programmatic DOOH combined with display can create a consistent and impactful advertising experience, strengthening brand preference and purchase intent among consumers.”
Displayce founders Laure Malergue and Marie Gaestel were also recently named DOOH Personalities of the Year 2024 at the Ratecard Stars awards show. The award, given out in Displayce’s native France, was reportedly presented to recognise the significant impact the company has had in advancing programmatic DOOH in France and Europe.
Programmatic DOOH refers to the automated buying, selling, and delivery of DOOH advertising, with automated sale and delivery of ad content. Within the model, buyers set the conditions under which the media is bought, and ad placements are automatically purchased when conditions are met.
