By Kimeko McCoy • February 6, 2024 • 3 min read •
Final year, PepsiCo Drinks changed into once taking a take a look at-and-be taught capability to a fragmented video panorama. This year, with extra advert-supported streaming platforms, most just nowadays alongside side Amazon High, the persevered creator economy snort and extra, there are extra areas than ever to promote. (A watch at how Amazon is promoting adverts on High Video to advertisers right here.)
That reality is one in every of the issues that retains Katie Haniffy, senior director of media strategy and investment for PepsiCo Drinks, up at evening, she talked about.
“The route of has modified,” Haniffy talked about on the most contemporary episode of the Digiday Podcast. “Truly, there’s potentially three issues which shall be going, indirectly, to impress our route of.” That’s the booming creator economy, the rise of CTV and retail media.
On this episode of the Digiday Podcast, we caught up with Haniffy to chat about changes in the media panorama, how PepsiCo Drinks is maintaining with them and, for sure, what size looks worship in a fractured marketplace.
Beneath are highlights from the conversation, which hold been evenly edited and condensed for clarity.
In-home files amidst privacy rules
We may also just silent be obvious we’re 100% privacy compliant — keeping the particular person privacy, the files all on the uppity up. That’s quantity 1 precedence. Sharp sufficient, we have been on this files accelerate over the final couple of years in preparation of typically all the issues transitioning to over some form of digital advert tech platform. We now hold a colossal in-home resolution. We call it CDNA (User DNA) which is a mix of first-celebration and third-celebration files, which incorporates client habits your whole capability to behavioral insights, passion sides. We are capable of scale that files up and down. That files is de facto historical to expose how the tag and ingenious goes to join with the particular person to delivery with stage your whole capability correct down to the digital activation stage. Being ready to employ this files to spark off our media buys has been very very ambiance pleasant and efficient, riding extra prompt effectiveness for us as a intention to mumble the ingenious message to the correct particular person on legend of we know a little of bit extra relating to the particular person.
The fresh topic of AI
By the use of AI, and particularly for media — while there are undoubtedly use conditions in ingenious and diverse areas internal the group — but for media particularly, we’ve been attempting out AI with a bunch of companions. OMD, particularly, who’s our company of yarn, who’s a beautiful partner on the use of AI to in actual fact optimize our digital buys in right time. So taking a number of the handbook, hands-on-keyboards off of it, environment the KPI and then letting the machine studying in actual fact optimize, procure the correct particular person at the correct time and mumble the message. We’ve viewed some early success with it in increasing viewability, increasing sales dangle, fully. Even there’s some fee efficiencies there. That’s one thing that we’re going to are making an are attempting to delivery as much as enhance as the aptitude grows internal the walled gardens and exterior the walled gardens.
[Unstandardized measurement] does create extra challenges from the normal mix modeling. We fabricate hold our have internal tool known as ROI Engine, which is correct now, the one provide of reality that we have, that in actual fact measures holistically, all of our marketing exercise — particularly even media. It does bag down at the granular level for explicit platforms and campaigns so we can then thought what is returning higher on investment versus one thing else. That’s, correct now, the supreme provide we have. Now, we’re undoubtedly going to supplement that size with third-celebration experiences, tag dangle experiences. Going succor to retail media, all of them hold solutions as successfully that we’ve been partnering with them to manufacture a take a look at and be taught formulation to worship what’s riding incremental sales, what is riding tag association.