REGION – The MediaCom Zagreb media agency project called Dogvertising, created in collaboration with Go2Digital for the Pedigree Dentastix brand, won bronze in the Data Technology category at the Cannes Lions festival. Their success is all the greater because in the same category in which they won bronze, neither gold nor silver were awarded, and in the Data Driven Targeting category in which they reached the shortlist, no prize was awarded.
Digital innovation and creative use of the format have enabled targeted advertising for dog owners – an algorithm has been developed that recognizes the dog in real time and uses that signal to launch ads on outdoor advertising screens. The algorithm also recognized the specifics of dogs in order to recommend an ad for an adequate product, which enabled significantly greater relevance of the ad to dog walkers, and thus better sales results.
“We are extremely proud that with this award we have positioned ourselves as a world leader in the use of artificial intelligence. The idea of training cameras to understand how a dog is in front of them has enabled us to achieve almost one hundred percent accuracy in launching ads in front of dog owners. As the Zagreb office of MediaCom is part of the group, we are especially glad that our colleagues in over 100 countries will use our example to study how the boundaries of technology are moving, “said Marko Matejčić, Director of Strategic Planning at MediaCom.
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Source: PORTAL by marketingmreza.rs.
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