This data offers a detailed view of peak performance times for proximity stores campaigns. Leveraging this data facilitates strategic programmatic buying, optimizing ad placements and timing.
Harnessing the Power of JCDecaux Retail Proxi Data for Strategic Campaigns
(Sources: Republik Retail, Linéaires, Les Echos (2023), Carrefour France (2022).)
- Reach their Audience at the Right Environment: With 205 product segments that can be activated on Displayce' DSP, advertisers can reach proximity stores where they will find a vast audience of 1 million daily customers, ensuring their message resonates with the right demographic at the right location. These segments are classified in 5 categories according to Kantar nomenclature and the dataset is 100% anonymized without third-party cookies.
- Optimal Timing: The dataset provides insights into over 12 million items sold weekly, broken down by store, hour, and EAN. This granularity allows for precise ad placements, ensuring brands reach consumers at peak shopping times.
- Location-Specific Insights: With data from 214 local Monoprix shops and 400 Carrefour stores, including various formats like City, Market, Express, and Contact, brands can tailor their campaigns to specific store types and locations.
- Data-Driven Decisions: The score system, computed on an hourly basis, offers a comparative analysis of a shop's performance against others during the same hour. This, combined with a heatmap visualization, provides a clear picture of peak performance times, enabling brands to make informed decisions and perform strategic programmatic buying.
- Tactical Targeting: The ability to adjust the score threshold provides brands with the flexibility to fine-tune their campaigns, targeting the best combination of locations and times for maximum impact.
Understanding the score
As you can see, when you select a segment a score will be automatically displayed. Compared to Adsquare, this score does not calculated an audience, this score shows the best selling hours of the selected item, therefore indicating an uplift compared to usual sales for a given product.
Accordingly, when you activate Retail Proxi Data on the DSP your ad will only be displayed at the best selling hour for your selected product category. You will be able to visualize the stores on the map and the hours on the heatmap.
Setting up my campaigns with a JCD Retail Proxi Data segment
Your campaign set-up is pretty straight forward:
1- Within Retail Data, during your Targeting step, your can select JCDecaux Retail Proxi Carrefour or Monoprix,
2- You can then choose the category of product you are interested in,
3- The number of screens will automatically be updated to screens near proximity shops and the heatmap will displayed the best time slot to display your ad. The heatmap is available in the 'Insights' section, available with the top-right corner icon on your map.
Hourly-Based Scoring System
- Hourly Computation: Scores are computed on an hourly basis. This granular approach ensures that the data is as accurate and relevant as possible for your campaign needs.
- Comparative Analysis: For any given hour, the retail score of a shop for a specific product category is determined by comparing its performance against all other stores during that same hour. This relative scoring method provides a clear picture of how a shop stands out in its category at specific times.
- Heat Map Visualization: A heat map, segmented by hour and weekday, visually represents the distribution of scores throughout a typical week. This tool offers a quick and intuitive way to understand peak performance times and days for each store.
- Score Threshold and Filtering: By adjusting the score threshold, you can fine-tune your campaign's targeting. Increasing this threshold will filter out both the shops and specific hours of the week, narrowing down when and where your line item is eligible to purchase impressions. As the score increase, the possible broadcast time of your ad will be more concentrated, ensuring that your ad is displayed at the most optimal times and locations for maximum impact and reach.
FAQ
Q : Are there any segments that lack sufficient data to be considered relevant?
A: Certain segments did not have enough data to be deemed relevant in a DOOH context. As they didn't provide a comprehensive view or accurate insights due to their limited data set, those segments and product categories were excluded by JCDecaux Marketing team.
Q: Can I change my targeting during the campaign?
A: Absolutely, with the "Data Retail - Proxi France" dataset at your disposal, you have the flexibility to adjust your targeting parameters mid-campaign. Whether you're aiming to increase the reach or modify the campaign objectives, the dataset provides the necessary data granularity to make those changes effectively. It's essential to ensure that any adjustments align with your campaign goals and leverage the rich insights (Reach and hour parting) from the dataset for optimal results. Importantly, once you make these changes, they will directly influence which impressions are purchased, ensuring that your ads are displayed according to your updated specifications. Consequently, the campaign reports will reflect the screens purchased both prior to and following the targeting update.
Q: Can my selection change during a campaign if the data changes?
A: Yes, if the underlying data changes or gets updated during a campaign, it might impact your selection criteria and the specific screens activated within your line items. Consequently, the campaign reports will reflect the screens purchased both prior to and following the data update. Regardless of these changes, our system ensures that your ad is always placed at the most optimal time and location based on the most current data.
Q: How does it work with the multi-deal feature?
A: The JCDecaux Data Retail - Proxi France is specifically designed to be activated on screens situated within JCDecaux's proxi environment. In essence, the JCDecaux Data Retail - Proxi France is exclusive to its designated environment (JCDecaux > Retail > Grocery). We recommend to dedicate a line item to this specific environment and data; and to expand and diversify your campaign across multiple environment by setting up additional line items.
Here's a breakdown of how it integrates with the multi-deal feature:
- Exclusive Activation: The JCDecaux Data Retail - Proxi France is only available for screens within the JCDecaux proxi environment.
- Deal Selection: When setting up your campaign, only deals that are related to this proxi environment should be chosen. Any deal not covering this specific environment will be ignored.
- Venue Type Limitation: Due to the specificity of the JCDecaux proxi environment, screens outside of this environment are automatically filtered out. This means you cannot incorporate additional venue types or media owners into your line items for this particular campaign setup.
- Combining Multiple Media Owners or Venue Types: If your campaign strategy requires the inclusion of various media owners or venue types, you can achieve this by leveraging the multi-deals feature. Simply create an additional line item that encompasses those specific media owners or venue types. This way, you can have a holistic campaign that taps into the strengths of both the JCDecaux proxi environment and other desired platforms.
Q: I added a deal but now I have no more panels, why?
A: If you've added a deal and find that you have no more panels available, could be because the deal's criteria might not cover the screens that are enriched with the proxi data, making them unavailable for your campaign. Additionally, the score threshold might only select screens that achieve a certain performance level, and if none meet this threshold, they won't be displayed.
Q: Do I need to add dayparting to line items using this data?
A: No, you don't need to add dayparting when using this data. The hourly score system inherently considers the best times to display your ad based on the retail score of shops for specific product categories. By adjusting the score threshold, you're effectively selecting the optimal hours and days for your campaign, making additional dayparting redundant.
Q: Which deal should I choose to use this data?
A: For utilizing the Proxi data, you should select a JCDecaux deal that includes the "Retail > Grocery" venue type. Among the options provided, a good evergreen deal would be "VIOOH-JCDECAUX_FR_MU-ow3gKsWltq" (JCDecaux DOOH Displayce Open Deal Urban ). Always ensure that the deal you choose aligns with the data's expected environment. In the case where your selected deals does not contain the appropriate venue type, your forecast will indicate that you have 0 screens and impressions that are eligible.
Q: What does EAN means?
A: EAN stands for "European Article Number." It's a barcode standard used internationally to identify products. In recent years, the EAN has been standardized as the GTIN-13 (Global Trade Item Number) but is still commonly referred to as EAN. It's widely used in retail for product tracking and inventory management.