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

Blog Posts

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...

Abhinav Mohan

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Latest Podcast

More podcasts

Sign in