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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in