Campbell Soup Company Warms To True Digital Marketing ROI

By on 06/26/2014 6:51 PM @robertandrews

CANNES, France — The company whose main product was immortalized by Andy Warhol looks like sticking with TV fame for a lot more than 15 minutes – but that won’t stop it trying to make the medium more accountable.

the Campbell Soup Company integrated marketing VP Yin Woon Rani tells Beet.TV: “We’ve put our content in to other digital video channels. But we do love TV. There is something about the sight-sound-motion piece of TV which is still very powerful. We see other formats as a ‘yes-and’, not necessarily an ‘instead-of’ TV.”

But Rani is amongst the ad buyers today whose interest is getting piqued by the prospect, presented by technology, of linking ad spend to actual sales outcomes – something that has long been impossible in marketing.

“It’s one of our current obsessions, getting away from proxies to the real business impact,” she says. “The only metric that matters in the end is sales. Now I can do it – it’s very exciting, but it’s early days.”

She was speaking with Luma CEO Terence Kawaja during Beet.TV’ssummit on the future of television advertising during the Cannes Lions International Festival of Creativity.   Please find more Beet coverage of Cannes Lions here.

Recent Videos
image
Video Is The Web’s Third Age: AOL’s Martinez

CHICAGO — AOL sees video as spurring the next web age, but eventual manifestations of that will depend very much on consumption context, says an exec from the company. “The third wave of quantum innovation in the web is going to be driven by sight, sound and motion,” AOL video sales head ...

image
‘Addressable TV Will Take Off In 2015′: SMG’s Scheppach

CHICAGO — In 2014, TV began learning the targeting tricks that digital media have deployed for years. In 2015, those techniques will kick in to high gear, says one ad agency exec. “(In) 2014, I see a marketplace that has essentially gone from zero to $300 million of spend,” according ...

image
McDonald’s Puts Video At ‘Core’ Of Digital Focus

CHICAGO — After being named by advertising peers the most creative marketer at this year’s Cannes Lions, McDonald’s is ready to bolster the part video plays in its digital efforts. “We’ve been the definition of  a mass marketer,” the group’s digital brand engagement ...

image
Programmatic ‘Is Not A CPM Crunch’: Digitas’s Zaben

CHICAGO — The collection of new-wave automated ad targeting and trading techniques known as “programmatic” may have initially been seen as helping advertisers drive down inventory costs – but that is no longer the sole way ad buyers see it. “This is not a CPM crunch where ...

image
AOL Tops comScore Rankings of Video Advertising Properties

In comScore’s monthly ranking of video advertising properties, AOL reached the top spot for the time. It  ranked #1 in video ad reach, serving ads to 53.8 percent of the total U.S. population in October. BrightRoll Platform came in second with 52.3 percent reach, followed by LiveRail with 52.1 ...

image
Direct-To-Consumer Video Offerings Slated to Grow, thePlatform’s Roberts

Expect a rash of direct-to-consumer over-the-top offerings from networks and broadcasters in the next year or so, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. “Networks and broadcasters need to establish a direct relationship with the audience,” he says, and ...

image
Tribune Picks Taboola For TV Sites’ Content Marketing: Report

Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by. Tribune Media’s broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is ...

image
Mediaocean Extends Digital Video Ads With Videology

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean‘s ...

image
TV Everywhere Authentication Rates Improving, Marty Roberts of thePlatform

In-home, improved authentication protocols can dramatically improve the consumer experience for TV Everywhere, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. In some cases, log-in failure rates are north of 40% and that’s too high to be sustainable. However, when multichannel ...

image
Video Ad Customization Platform Eyeview Raises $15 Million in New Venture Round

Eyeview, the New York-based company that provides marketers with the technology to personalize digital video ads to specific consumers, has raised an additional $15 million, the company announced on Monday. More on the raise and other developments reported here on Re/code by Peter Kafka. Last month, we spoke ...

image
AOL Presents iJustine In Chicago: the Beet Video Summit w/ McDonald’s,Target, Digitas, Havas and...

iJustine, a pioneering  innovator  in the Web originals space will headlining a two hour video summit on the emerging medium of digital video. Also participating will be  brand marketers  from McDonald’s and Target and media agency execs from Digitas, Havas and Starcom MediaVest Justine will speak ...

image
Digital Means ‘World Of Opportunity’: DigitasLBi’s Shlachter

NAPA, CA — As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America’s chief investment officer Adam Shlachter. “The numbers are there now – if you look at ...

loader