Mondelez, in collaboration with Carat, Posterscope, and Amnet, has launched new digital out of home (OOH) campaign for Cherry Ripe that combines audience insight with live, real time facial recognition data.

The 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 DART audience measurement system then ascertains whether the viewer is within the target demographic, with the advertiser only charged for the qualified audience delivery.

Joe Copley, Posterscope MD, 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”.

Harry McGoldrick, Carat digital manager, said “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”.

This story first appeared in Consumer and Impulse Retailer.