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How do advertisers view TV vis-à-vis platforms? With Unilever, PepsiCo, ex-Kraft Heinz
Description
Last month at the Future of TV Advertising Global event in London, three key brand marketers spoke about how they view the strengths of TV, particularly as they compare to other audio-visual platforms.
Richard Brooke is the global media trading and operations director at Unilever. Sorin Patilinet is the global marketing effectiveness lead at PepsiCo. Alison Keith was until recently the head of global marketing effectiveness at Kraft Heinz and, before that, the VP of global media at Coty.
The trio sat down with event producer and Media Leader contributor Justin Lebbon to discuss what brands want from the TV and where TV is now situated in their marketing strategies compared to other video platforms.
Is TV still "cool"? Does it have a narrative problem with ad buyers? Is YouTube TV? Brooke, Patilinet and Keith unpacked a media channel in flux.
Brooke also discussed why Unilever moved to increase its spend on social media platforms last year – a bold move that could well have heralded in a new era of confidence for the creator economy.
Highlights:
1:25: Reactions to TV consolidation
3:40: TV is effective, but the creator economy is the shiny new thing
8:21: The definition of “TV” is changing, but the standards of quality aren’t the same
15:19: Is ad investment consolidation in Big Tech platforms healthy?
22:56: Less adspend is going through JICs. Does independent measurement still matter?
Related articles:
Comcast Ads president: Uneven measurement standards create an ‘existential’ challenge for TV
Channel 4, ITV and Sky commercial chiefs ask advertisers to ‘turn down the toxic’