Pulse: optimise your impressions based on attendance

The promise of “Pulse” comes from a simple observation: impressions depend on the number of people on the street at the time of delivery. Displayce's optimisation engine will dynamically boost your pDOOH campaign delivery during high-attendance event

Why this new optimisation?

Standard delivery is based on:

• an even pacing thorough the campaign according to the day parting,
• impression averages shared by Media Owner.

This means:

• the delivery does not take into account the attendance (number of people) around the screens,
• the impressions are an average and are blind to future events and their predicted attendance.

Our goal with "Pulse" is to shift from a logic that is linear over time to a dynamic logic based on the actual number of people outside who can watch your ads.

Ok, but how does it work ?

Based on events data from our partner PredictHQ, we are able to calculate the predicted attendance for all events (sport competitions, conferences, exhibitions, concerts, festivals, shows, auctions, etc.) happening during your Line Item dates and near your selected frames.

Using the usual impressions level for each frame, provided by the Media Owner, we can calculate whether nearby ongoing events will affect the frame’s impressions, taking into account the event category, location, and timing.

Your Line Item delivery shifts automatically to those "prime time screens" where and when impressions are highest, no manual effort or additional budget needed.

How can I activate it ?

To activate the option, you can click on "optimise impressions" at step-2 of the Line Item set-up after you finished your targeting.

You will find:

• a heatmap representing the attendance during your dates due to upcoming events,
• a calendar showing you the delivery planned to optimise your budget at the right dates,
• the impressions uplift estimated thanks to this optimised delivery, and
• the number of events and the corresponding predicted additional impressions.

How does it impact my Line item ?

Since we want to maximise the delivery to the right time and the right locations, Pulse will:

• choose specific delivery dates within your Line Item dates,
• choose the right times slots within your day-parting,
• choose the right frames within your targeting.

Another change are the cappings: much like a triggering, budget will be spent at specific time slots and thus your cappings will vary during the day.

On which campaigns should I activate Pulse ?

Pulse goal's is to optimise your Line Item delivery, so there needs to be potential for improvement.

The perfect Pulse campaign set-up is:

• at least a week,
• an "all day" dayparting,
• above 100 frames after the deal selection at step-3,
• a boosted CPM to ensure the delivery will not be blocked at crucial time,
• large enough cappings to ensure delivery at its peak: you can set both hourly and daily capping with the LI budget.

Can I activate or remove the option at anytime time ?

Very much like any triggering, data set or option of the Line Item set-up, Pulse can be activated or remove at anytime during the delivery.

What are attendance, optimised e-impressions and e-CPM ?

When Pulse is activated, you will find several additional KPIs, either within the Line Item insights or within the overview reports once your campaign starts delivering.

Those KPIs will help you follow your campaign delivery and impact.