This year’s Advertising Week New York conference has been marked by a pronounced focus on media fragmentation. With the rise of new platforms like TikTok and streaming TV, and the popularity of existing ones like the metaverse, marketers are finding it increasingly difficult to reach their target audiences. In an effort to get a pulse on the state of the industry, we sat down with some of the top advertisers in attendance to get their thoughts on the matter.
Todd Kaplan, CMO of Pepsi:
“Paid media is not where consumers are always spending their time,” said Todd Kaplan, CMO of Pepsi, during an interview on-site at the conference Tuesday. “That’s just not how people are living their lives. And so what we have to do as an industry is step back and look beyond paid media.”
Kaplan went on to say that marketers need to be where their customers are, even if that means being less traditional in their approach. He cited Pepsi’s recent work with Twitch streamer Guy Beahm—better known by his online handle, Dr DisRespect—as an example of this type of thinking. The company partnered with Beahm to create a limited edition can that featured his likeness, which was then made available for purchase through his Twitch channel. The campaign was a resounding success, selling out all 50,000 cans in just 24 hours.
Katie Larkin-Wong, Chief Marketing Officer of JAPAC at Facebook:
Katie Larkin-Wong echoed Kaplan’s sentiment, saying that marketers need to be where their customers are spending their time—and right now, that’s increasingly online. “People are spending more time than ever before in digital experiences,” she said. “It’s not just about going where your customers are, but also engaging with them on a deeper level.”
Larkin-Wong pointed to Facebook’s work with Red Bull as an example of how this can be done effectively. The energy drink company used Facebook’s immersive 3D posts to give users a taste of what it’s like to skydive from space— something that most people will never have the chance to do in real life. Not only did this give Red Bull a way to reach its target audience where they were already spending time, but it also allowed them to tell their brand story in a way that was impossible before.
Aspiring marketers take note: if you want to succeed in today’s climate, you need to be prepared to think outside the box. Traditional advertising formats are no longer enough; you need to be where your customers are and engage with them on a deeper level. Only then will you be able to cut through the noise and deliver truly impactful campaigns.
