[LEADERS OF CHANGE]
Laure Malergue is not just the CEO and founder of Displayce—she’s a trailblazer in the world of programmatic Digital Out-Of-Home (DOOH). Based in Bordeaux, she has been at the forefront of reshaping how brands interact with urban audiences. Her journey from the early days of digital advertising to leading a cutting-edge Out-Of-Home (OOH) suite is a testament to her vision and determination.
Bridging digital and physical ads
While working at Cdiscount in e-commerce, Laure recognized a disconnect: digital-native companies struggled to effectively use traditional media. This was the genesis of Displayce.
Laure saw the effectiveness of OOH advertising in driving online engagement firsthand.
“I was already convinced that online advertising was just one stage in the funnel,” she says. “Relying solely on digital channels like search meant losing a crucial visual branding dimension, which traditional media typically provided.”
Her vision was to bridge this gap and bring the power of digital technology to OOH advertising.
DOOH: Cutting through the noise
In today’s cluttered advertising environment, how can DOOH stand out? Laure believes the medium has a unique advantage: Its presence in public spaces offers brands a way to connect with audiences in a seamless way. “DOOH represents the next generation of advertising,” she says. “It integrates naturally into people’s environments without interrupting them.”
Laure thinks advertisers have a responsibility to ensure DOOH remains a non-intrusive medium, seamlessly integrating into public spaces. Creative quality is also paramount, with messaging needing to be clear, impactful, and tailored for outdoor environments.
Bordeaux: A strategic base
Focused on those principles, Laure and Marie Gaestel founded Displayce in Bordeaux. The city’s vibrant startup ecosystem and its relative distance from the intense adtech scene, which at the time was mostly dominated by Google and Meta, made it an ideal location for the new business. “This distance allowed us to break free from industry norms and foster creativity,” Laure says. Bordeaux also provided access to talent and a strong entrepreneurial network.
While firmly rooted in Bordeaux, Displayce has a global outlook, providing access to digital screens in 80 countries and growing its global footprint with offices in Brazil, Dubai, London and further afield. Displayce and JCDecaux have forged a strategic alliance, and this relationship has been instrumental in accelerating international expansion—enabling Displayce to establish a presence in new markets.
A compelling case study
A Displayce campaign for a French chain of luxury department stores is a compelling example of data-driven DOOH. The client wanted to reach travelers at both their departure and their arrival airports. This required seamless targeting across locations.
By combining first-party data from JCDecaux with third-party flight data, Displayce created highly targeted campaigns in airports, optimizing ad placements based on traveler journeys.
This resulted in targeted, high-impact exposure sequences, generating higher engagement. Importantly, it also led to a high level of campaign efficiency. With this approach, brands only pay for ads that truly matter.
Navigating challenges
Laure has faced numerous challenges, particularly in the early stages of Displayce. “The biggest challenge when I founded Displayce in 2014 was that we were ahead of our time,” she says. “In France, the billboards weren’t even ready for programmatic buying yet.”
Laure believes resilience and perseverance were key attributes during this period, as she and her colleagues educated brands on programmatic buying.
She also emphasizes the importance of being prepared for market shifts, as demonstrated by the company hiring during the COVID-19 pandemic, despite a challenging business environment. This strategic move ensured Displayce was ready when the market finally rebounded in recent years.
Leading change
Laure is keen to promote equality in the workplace, and she leads by example. More specifically, she believes that support for parenthood is an essential component of that principle.
“When someone in our company has a child, it should be seen as good news. We prioritize making their return to work as smooth as possible. I think having women in leadership helps drive this mindset,” she says.
“I had both of my children while running the company. I’ve always pitched while pregnant. Seeing that kind of example can be reassuring for others.”
Rebranding for a new era
Displayce has recently rebranded, reflecting its evolution as a leader in programmatic DOOH.
The company aims to solidify its position as an innovator and emphasize its commitment to delivering tangible results for brands. They strive to be more than just a technology provider—focusing on building long-term partnerships and taking responsibility for campaign effectiveness.
The power of data and AI
Data and AI play a crucial role in Displayce’s approach. Laure believes these technologies amplify creativity by enabling precise targeting and real-time content adaptation. AI helps navigate the complexity of vast datasets, empowering clients to make informed decisions.
“AI plays a crucial role here, analyzing the 4,000-plus datasets we have access to and identifying the most relevant insights,” she explains.
The future of DOOH: Inspiring and engaging
What might the future of DOOH look like? Looking ahead, Laure envisions brands capitalizing on digital technologies to create more engaging and meaningful experiences for consumers. She hopes to see a shift toward more inspiring and surprising campaigns, moving beyond purely promotional messaging. This will entail going beyond everyday commutes to capturing event-driven moments.
“One of the most exciting things about our industry is that we’re at the heart of urban evolution—how people move, use transport, shop, and experience their cities.”
Thank you
Thank you, Laure, for taking the time to speak with us to share your experiences and insights from your career.
