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.”
MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]
The Australian Bureau of Statistics (ABS) and media agency UM have launched one of the most complex media communications assignments in Australia, the 2021 Census. The campaign is designed to support the ABS achieve a 95 per cent participation rate across the country with the roll out across every household and all people aged 18 plus, monitored and […]
The Australian Bureau of Statistics (ABS) and media agency UM have launched one of the most complex media communication assignments in Australia, the 2021 Census. The campaign is designed to support the ABS achieve a 95 per cent participation rate across the country with the roll out across every household and all people aged 18 plus, monitored and followed-up by about 20,000 ABS staff. The campaign’s […]
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]