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PepsiCo Beverages on testing and learning its strategy in a fragmented media landscape
The Digiday Podcast
Adapting to the Changing Media Landscape
The speaker discusses three main changes in the media landscape that impact their process. The first change is the significant growth of influencers and the creator economy, leading to more options to connect with influencers and utilize them for meaningful relationships with brands. Paid media, particularly on social platforms, is becoming more interesting for testing and measuring the success of influencers. The second change is the need to evolve the holistic video strategy with the rise of CTV, as consumer behavior shifts towards this medium.
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