Jared Carr Vice President, Growth & Strategy Kantar Millward Brown Digital Lauryl Schraedly Director, Consumer Insights & Strategy PepsiCo - Gatorade Ryan Barry Chief Revenue Officer ZappiStore How do you ensure consistent brand messaging across all digital platforms? How do you test at a speed aligned with the new pace of content generation? How do you ensure a return on research investments? WEBINAR LINKING PEPSICO’S DIGITAL SUCCESS TO AUTOMATED PRE-TESTING @ZAPPISTORE
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Webinar Presentation What PepsiCo did to Optimise their Ads
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How do you ensure consistent brand messaging across all digital platforms?How do you test at a speed aligned with the new pace of content generation?
How do you ensure a return on research investments?
WEBINARLINKING PEPSICO’S DIGITAL SUCCESS TO AUTOMATED PRE-TESTING
@ZAPPISTORE
THE CHALLENGES
It was once sufficient for us to produce four pieces of content a year (TV), spend 6-8 months developing that content and spend 1 million on each film.
Now 4 pieces is 4000, 8 months is 8 days, 8 hours, but the budget is the same. How do we minimize risk in what we do, and maximize our productivity?
- CMO Fortune 100 Company
VOLUME +++
TIMINGS ---
BUDGET =
4
40006-8
Months
8 days
BUILDING A MEASUREMENT FRAMEWORK
Translate business issue into measurement framework
Reuse learnings with accessible insights
creating a cost-efficient testing platform that
provides ongoing accessibility to insights.
Minimizing risk
bringing content performance insights upstream to enable marketers to create
more effective ads from the start.
Maximizing productivity
delivering insights quickly to help shape media decisions early
such as; creative weight, targeting, etc.
Motivation
LINKNOW FOR DIGITAL: EFFECTIVE & EFFICIENT DIGITAL PRE-TESTING
Combining validated Link™ framework & norms with behavioural in-context metrics