Pepsico Has Sped Up Shifting Marketing Color Correction

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faisal2022
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Pepsico Has Sped Up Shifting Marketing Color Correction

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PepsiCo has sped up shifting marketing investments away from linear media and toward streaming and digital platforms as the coronavirus pandemic wears on, executives said during a live streamed Color Correction discussion at Advertising Week. It’s not a particularly surprising pivot: Cord-cutting, having picked up steam for years, exploded in recent months as consumers became homebound by the health crisis, presenting an opportunity for brands that have had to quickly move more of their operations online. We recognize how much of a shift we’ve seen and an acceleration that we’ve seen in streaming viewership over the past few months, especially in light of COVID,” Kate Brady, PepsiCo’s head of media innovation and partnership Color Correction development, said during the panel, which also featured a representative from the agency Spark Foundry. What we’ve seen is a rapid acceleration in our shift in investment away from traditional linear to more streaming, digitally native platforms.

The company behind food and beverage brands like Gatorade, Mountain Dew and Tostitos has previously shown an affinity for streaming during the health crisis, but comments offered at Color Correction Advertising Week on Wednesday indicate its emphasis on traditional media could be significantly diminished in the future, or at least for the key holiday sales period. Audience isn’t the only factor driving the change. As personalization, localization and addressability climb in importance for PepsiCo, Brady suggested that digital channels are better-suited to deliver results compared to traditional Color Correction media. PepsiCo has recently run pilots with Roku, the smart TV provider that moderated the panel, and works with a variety of digital startups through its PepsiCo Labs venture arm. With that [shift toward digital], we’re really excited to see how much more addressable we can be in the way that we’re targeting our consumers .

How much more we can leverage the data that we have in our arsenal to be more prescriptive with the messaging that we’re delivering to our audiences,” Brady said Path forward Some Color Correction analysts believe linear TV will never recover from the impact of COVID-19, a grim forecast that’s been reinforced by postponements and cancellations for the lingering number of destination viewing events, including live sports. PepsiCo still has some high-dollar Color Correction investments in the space: Pepsi, its top soft drink label, is a major sponsor of the NFL and rolled out an extensive TV advertising campaign around the league’s return in September Leveraging digital channels allows us .
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