In an ever-evolving advertising landscape—marked by growing expectations for consistency, efficiency, and traceability—we are announcing our partnership with Relead, a specialist media sales house in Wi-Fi advertising and intelligent proximity marketing. This collaboration aligns with our ongoing innovation strategy and further strengthens our positioning as a key player in integrated communication.

This partnership supports the expansion of our offering and reflects our commitment to providing our clients with advanced technology-driven solutions that enable contextualized, relevant communication while respecting the user experience. It further consolidates the broad range of integrated solutions developed by 5 Sens Advertising to optimize brand performance.

A strategic convergence in service of brands

Through this partnership with Relead, 5 Sens Advertising It expands its scope of action by integrating a solution that enables engagement as close as possible to audiences’ real-life behaviors. This approach is part of a controlled proximity strategy, grounded in a nuanced understanding of everyday contexts and consumption patterns.

The collaboration makes it possible to turn public Wi-Fi access into a strategic touchpoint. Advertising messages are delivered in a targeted manner to users present in identified locations such as malls, cafés, restaurants, hotels, coworking spaces, and other partner venues—thereby strengthening both the impact and relevance of the communication.

Proximity is understood here as the alignment of place, time, and content. Campaigns are deployed in contexts where the audience is genuinely present and receptive, with messages tailored to the immediate situation.

The solution is built on rigorous targeting that combines micro-geolocation, strategic time slots, and creative adaptation based on the venue, language, and offer. Exposure frequency is controlled to preserve the quality of the user experience, in line with principles of transparency, consent, and data protection.

A performance-driven solution

The integration of Relead into the 5 Sens Advertising offering is a structured lever designed to optimize marketing performance, relying on measurable, controllable mechanisms that are fully integrated into the existing communication ecosystem.

• Accurate, contextual targeting: campaigns are activated exclusively in selected locations, at the moment of Wi-Fi login, when audience receptivity is at its highest.
• Seamless, non-intrusive experience: formats are naturally embedded into the user journey, without disruption or overexposure, fostering high-quality visibility.
• Data-driven management: access to detailed indicators such as impressions, display rate, clicks, redirects, and conversions, enabling continuous optimization.
• Stronger local footprint: targeted communication in venues frequented daily by audiences, fostering consideration and intent to act.
• Coherent omnichannel integration: alignment with existing initiatives (digital platforms, CRM, social media, search and social campaigns) to ensure strategic continuity.
• Responsible, compliant framework: adherence to regulatory requirements and data-protection standards, ensuring ethical and transparent use.

Use cases and activation scenarios

The solution enables campaigns to be deployed in line with on-the-ground realities and local behaviors, following several segmentation approaches :

• By immediate proximity: targeting users in locations frequented by the audience to drive direct footfall to the point of sale.
• By geographic area: tailoring messages to regional, seasonal, and contextual specificities.
• By demographic profile: personalizing content based on the dominant profiles associated with each venue.
• By usage behavior: contextualizing campaigns based on the environment visited and the time of connection.
• By thematic audience: interest-based targeting inferred from venues and how they are used.

Benefits for clients

This partnership delivers concrete benefits for advertisers :

• High-value local campaigns integrated into controlled contexts.
• Traceable, optimizable activations built on reliable operational data.
• A user-respectful experience, aligned with real-life usage patterns.
• Rapid deployment, supported by 5 Sens Advertising’s expertise and a network of qualified partner venues.

Conclusion

We are announcing our partnership with Relead as a defining milestone in the evolution of our proximity communication offering. This alliance enables the integration of a high-performing technology lever in support of a strategic approach grounded in relevance, measurement, and the quality of the relationship between the brand and its audience.

Each connection point thus becomes a space for targeted, consistent, and efficient communication, helping to strengthen the impact of the activations deployed.

Contact

As part of this partnership, 5 Sens Advertising provides strategic consulting support to assess and deploy solutions tailored to business objectives and catchment areas, including a strategic scoping phase covering target audiences, locations, messaging, performance indicators, and the operational timeline.