Sales uplift of 68% in 20 days – Sensodyne shines in the UAE thanks to sensorics for retail media.
Sponsored Content: Sensodyne Use Case Shows AI Sensorics Success
Using sensorics for retail media delivers measurable sales uplift during a short period of time. This is the key result of a recently finished retail media campaign across 23 Carrefour stores in the UAE. The leading international toothpaste brand Sensodyne achieved a sales uplift of 68% in 20 days.
Initiated by Publicis Middle East and Majid Al Futtaim’s Precision Media the technology of Swiss sensorics retail media company Advertima was used at the heart of the campaign. “Our partners used our in-store Audience Intelligence, converting real-world shopper presence into digital audience data at the point of purchase. This allowed programmatic systems to deliver in-store ads with the same precision as online environments. With our technology, every shopper in front of a screen becomes an addressable audience in real time”, comments Iman Nahvi, Co-Founder and CEO of Advertima.
The setup was completed with Grassfish’s digital signage CMS for content delivery and Adtrac’s AI for real-time campaign orchestration, which was connected through Place Exchange and The Neuron DSP to enable Publicis to activate and measure audience-based campaigns for Sensodyne in real time.
The results
Scale: 13.9 million impressions delivered across all stores
Precision: 79% of targeted impressions hit exactly the intended audience
Sales Impact:
● Loop-based method: 30% sales uplift
● Real-time targeting: 68% sales uplift
Efficiency: Programmatic targeting needed 3x fewer impressions to generate the same incremental sales.
Waste Reduction: 44% less spend on irrelevant audiences
The starting point and methodology
Sensodyne wanted to reach consumers with the right message at the right time in the UAE. For its first-ever programmatic digital out-of-home campaign, the oral healthcare brand used AI and programmatic technology to tailor real-time screen content for more relevant and impactful interactions.
Promoted by Publicis Media and Precision Media, Majid Al Futtaim’s dedicated retail media network, the assignment was to target the right shopper audiences with the right message at exactly the right moment. The generated data was used to measure the actual engagement and sales impact. Half the stores focused on loop-based advertising where everyone sees everything. The other half used Advertima Audience AI to trigger ads in real time, showing each creative only when the AI detected a relevant shopper segment by gender, age, group composition and attention level.
The study utilized sensor-based real-time in-store audience segmentation and activation audience-based programmatic buying for automated, measurable ad delivery as well as physical retail environment with transaction data for sales uplift measurement.
Key success factors
Real-time decision making: ads triggered in milliseconds based on who was present, not pre-programmed schedules
Creative relevance: the right message matched to the right demographic when exposed, rather than generic messaging for everyone.
Unprecedented collaboration: Five different partners consisting of brand, retailer, AI technology, programmatic platform, and agency worked closely together
Privacy by Design
“The achieved results speak for themselves”, Nahvi comments but highlights also the data privacy of the study: “our software has deleted the technology’s ability to store images. Pictures with people are considered as personal data and are not stored. We solve legal requirements by extracting anonymized metadata from the images directly on its Edge AI player in the store. After that the images are deleted immediately and irrevocably. All this happens within 70-100 milliseconds. Not even we have direct access to the images because they simply don’t exist. AI powered recognition technology is privacy by design”, Nahvi concludes.
The results of the campaign show for driving actual sales, audience-based targeting wins clearly.
Find out more about the AI-powered solutions for more effective retail media solutions.
This is Advertima
Founded: 2016 (Switzerland), headquarters: St. Gallen
Management: Iman Nahvi, co-founder and CEO; Mario Siano, co-founder and Head of Market Development
Website: advertima.com
Business concept: AI-powered audience intelligence and reat-time activation for in-store reatil media; integration into existing adtech stacks (SSP/DSP/CMS) with privacy by design
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