Webinar Presentation What PepsiCo did to Optimise their Ads
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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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Transcript of Webinar Presentation What PepsiCo did to Optimise their Ads
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?
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
Survey metrics In-context behavioral metricsAd Formats & Devices
Live Testing Environments
OnlineVideo
Online Display
MobileVideo
Mobile Display
Brand AssociationsBranded Breakthrough
THE MISSING PIECE: TECHNOLOGY
INSIGHTSON DEMAND
@ SCALE
POWERED BY TECHNOLOGY
HIGH QUALITY
EXPERTISE
<Solution> = ==
</a href=’Expertise in digital testing by Kantar Millward Brown’> </br> + </br><img src=‘tech efficiency (cost & time) enabled by Zappi’></a></br> + </br><img src=’Data & Insights access on demand @ scale’>
= </Solution>
AUTOMATING PROCESS + LEVERAGING MILLWARD BROWN EXPERTISE
Tabulation
Survey Scripting
Statistical Analysis
Sample Recruitment
Visualization
Data Collection
Methodologicaldesign by
Insight through automation via
WHAT GATORADE NEEDED TO MAXIMIZE IMPACT?
✓ Custom sample targets✓ Custom questions✓ Gatorade norms✓ Cross-project analysis
GATORADE’S CUSTOM ENVIRONMENT
GATORADE’S CORE SAMPLE
GATORADE’S CUSTOM METRICS
GATORADE’S NORMS
FILTERED WITH KANTAR MILLWARD BROWN NORMS
CUSTOM REPORT BUILDING ON A LONGITUDINAL BASIS
EDITABLE TAGS TO TIE TO META ANALYSIS AND AD OBJECTIVE
FILTERABLE DASHBOARD
EXPORTABLE ON FILES OF YOUR TERMS
MINIMIZING RISK WITH UPSTREAM GUIDANCE
PANEL OUTLOOK
What does this mean for Kantar Millward Brown? How does this change the way you interact with clients and consult?
How was this used at PepsiCo? What would be your advice for attendees of this webinar for insights to stay in the game on the digital side?
Jared Carr Vice President, Growth & Strategy
Kantar Millward Brown Digital
Lauryl Schraedly Director, Consumer Insights & Strategy
PepsiCo - Gatorade
Ryan Barry Chief Revenue Officer
ZappiStore
Thank you!
Any questions?
@ZAPPISTORE
