The Digiday Podcast

PepsiCo Beverages on testing and learning its strategy in a fragmented media landscape

Feb 6, 2024

PepsiCo Beverages discusses challenges of marketing in a fragmented media landscape, focusing on streaming platforms, influencers, and ad measurement. They also explore data utilization, fragmentation challenges, the crumbling cookie, investments in digital platforms, and the use of AI in media and marketing.

41:01

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Quick takeaways

The rise of CTV and the importance of measuring ad performance were highlighted in the conversation, emphasizing the need to find the right audience, deliver the right message, and optimize ad dollars.

Hanafi stressed the importance of privacy compliance and the use of first-party data for targeting and personalization, highlighting PepsiCo's data journey and the development of their internal solution, CDNA, to inform media planning and activation.

Deep dives

Navigating Fragmentation in Media Investment

The conversation with Katie Hanafi, Senior Director of Media Strategy and Investment at PepsiCo Beverages, focused on the challenges of navigating fragmentation in the media landscape. With numerous platforms to consider, such as streaming, social media, influencers, and retail media, Hanafi discussed the need to make smart and strategic decisions when allocating ad dollars. The rise of CTV (Connected TV) and the importance of measuring ad performance were also highlighted in the conversation. Overall, Hanafi emphasized the need to find the right audience, deliver the right message, and optimize the use of ad dollars.

Adapting to the Changing Media Landscape

01:19

Embracing Technology and Data for Adapting to Streaming and CTV Challenges

01:30

Introduction

2min

Challenges and Changes in Marketing

14min

Using Data to Inform Advertising Strategy and Maintain Privacy

2min

Navigating Fragmentation and Economic Headwinds in Marketing

3min

Preparing for the Crumbling Cookie and Building First-Party Data

3min

Exploring Media Investments and the Importance of Live Sports

6min

AI in Media and Marketing

9min

Last year, PepsiCo Beverages was taking a test-and-learn approach to a fragmented video landscape. This year, with more ad-supported streaming platforms, most recently including Amazon Prime, the continued creator economy boom and more, there are more places than ever to advertise.

That fact is one of the things that keeps Katie Haniffy, senior director of media strategy and investment for PepsiCo Beverages, up at night, she said.

“The process has changed,” Haniffy said on the most recent episode of the Digiday Podcast. “Really, there’s probably three things that are going, ultimately, to impact our process.” 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 talk about changes in the media landscape, how PepsiCo Beverages is keeping up with them and, of course, what measurement looks like in a fractured marketplace.

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The Digiday Podcast

PepsiCo Beverages on testing and learning its strategy in a fragmented media landscape

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Navigating Fragmentation in Media Investment

The Importance of Measurement in Media Investment

Addressing Data and Privacy Challenges

Exploring Innovations and Experimentations

Adapting to the Changing Media Landscape

Embracing Technology and Data for Adapting to Streaming and CTV Challenges

Remember Everything You Learn from Podcasts