Pepsi, one of the very first brand names to test Albertsons’ ad platform, is hunting for information that can prove incremental return on ad invest (ROAS). “That’s the metric we search for and believe in as a company,” said Stacey Nachtaler, the CPG giant’s director of shopper marketing.
What makes it possible for the ROAS metric is matching and tracking a specific over time, she said. Pepsi can’t do that alone due to the fact that it doesn’t understand who purchases its product, only just how much and where it offers. Google or Facebook could match and track known users, but those platforms limit project measurement, so Pepsi can’t do its own ROAS modeling like it does with Albertsons and Ratio.
Nachtaler stated those local projects with Albertsons had strong ROAS, and Pepsi is planning more campaigns where it targets particular deals to an audience category, like music fans or young families, that’s geo-fenced within 5 miles of a grocery store.
General Mills has a similar desire to figure out what drives in-store sales. Over the past two years, the food producer has aggressively evaluated digital and retail advertisement platforms, stated Ed Madden, the brand’s sales director. It’s even utilizing Ahalogy, an influencer marketing start-up Ratio acquired in 2015, to link social posts with in-store marketing drives.
CPGs still tend to use retail platforms tactically, as opposed to always-on marketing channels like search and social. But Albertsons is turning more weeks-long projects into constant advertisement platform business, Sales stated.
With Ratio’s daily project reports, the seller can do in-flight optimization and begin to construct designs for CPGs, like if a campaign is working well with discount rate hunters or natural foodies.
” If you’re timely with outcomes it implies you can enter into a targeting and optimization program,” she stated. “That gets you back into a preparation cycle where you’re already developing the next project.”