Already, the announcement made during Advertising Week that Roundel is partnering with Disney to provide data for better-informed ad buys is sparking ideas for other industry heavyweights.
Shoba Subramanian, the director of PepsiCo’s global Center of Excellence, sees it as an opportunity for more industry collaboration.
“That [partnership] presents what could potentially be a very interesting opportunity for us to explore the possibility of where we’re now starting to see more of the publishers, the brands and the retailers coming together to leverage the strengths of their partnership and make it more of a holistic, closed-loop solution,” says Subramanian in this video interview with Beet.TV conducted during AdvertisingWeek in New York.
Subramanian believes the media industry is in an “exciting time” in regards to new capabilities around utilizing data, particularly to inform TV buying, target customer groups online and personalize creative messaging. “Deterministic data sets,” as exemplified by the Disney-Roundel partnership, allow companies to process data at a more massive scale, and promote a closed-loop solution to identifying customers and measuring results of campaigns, she says. On the creative side, data influences how brands can communicate better with customers.
“Data can inform personalization and the way we talk to those individuals so those creative and data points are starting to converge and makes for a more meaningful intimate conversation with our customers,” says Subramanian.
PepsiCo used this approach in reaching Quaker customers in the UK. By referencing internal data and comparing it with data shared by Facebook and Google, PepsiCo modeled three specific subsets of customers across a healthy lifestyle spectrum in order to tailor creative and messaging and increase ad performance. According to Subramanian, the effort lifted both brand and sales.
While having access to multiple datasets can improve performance, it’s not an easy or automatic solution to better advertising.
“It’s overwhelming and confusing for brand marketers that have been doing this for a long time like myself, as well as brand marketers that are accustomed to linear TV buys, as we bring them along the fold of this new digital arena,” says Subramanian. “However, I will say with that comes excitement.”
This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.