Mondelez, in collaboration with Carat, Posterscope, and Amnet, has launched a pioneering campaign on digital out-of-home that combines audience insight with live, real-time facial recognition data to deliver a scaled and optimised digital OOH solution for Cherry Ripe.
The ground-breaking campaign, run for Cherry Ripe across Val Morgan Outdoor’s Pump TV network, is the first national campaign to use real-time audience measurement to drive live, time-targeted ad-serving in the OOH space. The functionality allows for the overlaying of historical data to identify when the Cherry Ripe target audience is most likely to be paying attention to the screen at the petrol bowser. Val Morgan Outdoor’s market leading DART audience measurement system then ascertains whether the viewer is within the target demographic, with the advertiser only charged for the qualified audience delivery. This exciting new development represents a significant advancement in the way OOH can be planned and bought, driving a pronounced increase in efficiencies, accountability and delivery of the most valuable audience. Posterscope managing director Joe Copley said, “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. “This campaign is another big step towards a data-led and programmatic future for brands who want to make the most of the DOOH opportunity.” Carat digital manager Harry McGoldrick added, “This ground-breaking campaign is a result of the Mondelez agenda to drive digital and innovate in a converging media landscape. “Following on from Media Innovators earlier this year, we are continuing to work with Mondelez to confidently push the boundaries in this space. It’s also a great example of Carat collaborating with Posterscope and Amnet to capitalise on their specialist capabilities; and another step towards our business ambition to be 100 per cent digital by 2020.”
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]