NIQ, a leading consumer intelligence company, has partnered with Displayce, a specialist technology suite for Out-of-Home (OOH) advertising, to introduce advanced sales lift measurement capabilities to the European Digital Out-of-Home (DOOH) advertising market. This collaboration integrates NIQ’s trusted consumer purchase insights with Displayce’s media activation platform, enabling advertisers to directly link DOOH campaigns to in-store sales performance, thereby driving transparency and accountability throughout the DOOH ecosystem.
NIQ, known for capturing the buying behavior of millions of households across more than 90 countries, is now expanding its expertise to empower advertisers and agencies with new data-driven assets and measurement solutions aimed at enhancing consumer understanding and maximizing return on investment. The partnership focuses on evolving the DOOH landscape into a more addressable, transparent, and results-oriented medium, equipping brands to make smarter media decisions based on real return on ad spend (ROAS).
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One of the key offerings from this collaboration is sales lift measurement in France, accessible through Displayce’s media buying platform. This solution correlates areas exposed to DOOH advertising with retail sales data to enable marketers to monitor transactions before, during, and after campaigns. By comparing buying behavior in zones exposed to ads with control areas, advertisers can effectively demonstrate the impact of their DOOH investments and optimize future campaigns for better performance.
Maureen Stapleton, Commercial Lead at NIQ Media Europe, expressed enthusiasm about expanding NIQ’s footprint into the European DOOH market through its strategic alliance with Displayce. She emphasized their shared commitment to innovation, data security, and transparency, and highlighted that the partnership would help advertisers and media agencies make confident, data-backed decisions.
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Laure Malergue, CEO and Founder of Displayce, echoed this sentiment, highlighting the priority to deliver measurable, business-driven outcomes for advertisers. She noted that the collaboration allows for clear demonstration of programmatic DOOH’s contribution to retail sales, enhancing confidence in the channel and building a more transparent, accountable advertising ecosystem.
NIQ and Displayce will showcase their partnership and solutions at the DOOH Café during DMEXCO in Cologne on September 17th and 18th, underscoring their joint dedication to advancing the European DOOH market with smarter, data-led advertising solutions.
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