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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in