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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.
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Discover
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