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Programmatic for pump TV

News, 16 December 2015

SYDNEY: Australian drivers used to seeing ads on PumpTV as they fill up with fuel are being targeted ever more closely in a new Mondelez campaign for its Cherry Ripe chocolate bar.

The snack foods giant and its partners have teamed up to run what Ad News described as "the first national campaign to utilise real-time audience measurement in the OOH space".

This involves the use of live data and facial recognition to target Cherry Ripe consumers at those petrol pumps that are part of Val Morgan Outdoor's PumpTV network.

Historical data can tell when the audience is most likely to be paying attention to the screen by the pump, while the facial recognition software decides if the viewer is within the target demographic.

"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," said John Copley, managing director at Posterscope, one of Mondelez's partners.

"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," he added.

Australia is at the forefront of developments in DOOH – earlier this year Ooh! Media, claimed a world-first in out-of-home engagement with its consumer-targeted interactive retail screens, which boast multi-touch displays, gesture response, voice recognition technology, HD Web cams, wi-fi, audio and networking capabilities.

Digital is also taking a greater share of a growing out-of-home market. Latest figures for the sector, from the Outdoor Media Association, show DOOH accounted for 27.3% of all OOH revenue in the first eleven months of 2015, up from 16.9% in the same period of 2014.

And total OOH revenues during this time were up 16.6%, to A$$606.8m in what the OMA expects to be a record-breaking year.

Data sourced from Ad News, OMA; additional content by Warc staff