Cherry Ripe OOH campaign taps real-time facial recognition and audience insights

Digital out-of-home advertising campaign is running nationally across petrol stations

Facial recognition, audience insights data and digital out-of-home are being brought together in a new campaign for Mondelez’s Cherry Ripe to drive live, time-targeted advertising to consumers.

The national campaign, which has been produced by Mondelez in collaboration with Carat, Posterscope and Amnet, is running across digital out-of-home displays at petrol stations managed by Val Morgan Outdoor.

The technology taps into historical data to identify when the Cherry Ripe target audience is most likely to be paying attention to the screen while at the petrol pump, and is combined with Val Morgan’s DART audience measurement system (digital outdoor audience in real-time). This determines whether the viewer is within that target demographic, and then serves the ad accordingly.

Using facial recognition technology, it captures key analytic information like demographic profile, age and gender and frequency of engagement.

The advertiser is only being charged for qualified audience delivery.

In a statement, Carat digital manager, Harry McGoldrick, said the campaign was the result of Mondelez’s Media Innovators program launched earlier this year aimed at lifting digital advertising innovation within the business.

That program came off the back of the snacking company’s Mobile Futures Program, which saw key brands partnered with local startups.

Posterscope MD, Joe Copley, also claimed the campaign met one of the key requirements of programmatic advertising: Relevancy.

“We are achieving what we consider to be a key requirement of ‘programmatic’ – the ability to deliver a more relevant message to a more targeted audience, which has patently been missing from claimed ‘programmatic OOH’ in recent times,” he said.

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