SANTA MONICA, CA – Consumers divide their time among multiple media channels and electronic devices, and marketers want to ensure as much as possible that their advertising is being seen alongside brand-safe content. Food and beverage giant PepsiCo recently issued a global request for proposal to gather more information about the shifting media landscape.

“Our goal was to have a consolidated view across platforms and ecosystems and environments,” Zach Lain, director of global data partnerships at food and beverage giant PepsiCo, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat Santa Monica 2023. “We worked with our internal teams and we spoke to the markets. We wanted to know what actually worked for them.”

The responses varied by market, but concern about rising consumer prices was a common theme. Other segments had very specific needs, such as developing the best media strategy for a product launch. PepsiCo’s growing data and analytics team is helping to shape these strategies.

“We were looking for a solution that catered to local teams as well as global teams,” Lain said. “To do that, we had to look at currency, language, inflation, wildly different programmatic landscapes in every market around the world. At the end of the day, we were catering to local markets from a global standpoint.”

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