DATA-ON-TAP – Using 1st Party Data to Revolutionise OOH Planning for PepsiCo
Talon
Client: PepsiCo
We introduced an integrated data-led, audience-first strategy and tailored all food & drink OOH campaigns to consumer habits and daily movements. This new approach, championed by Talon and driven by PepsiCo’s first-party data, has transformed PepsiCo’s OOH strategy across their brand portfolio, delivering significant audience-delivery targets and aligning OOH with digital online. By tapping into the combined data sources, creativity and planning are becoming so much more contextually relevant, whether it be from harnessing sales, location, time, temperature, local popularity insights. By effectively reaching the audiences that really matter, the new approach is revolutionising portfolio and ad spend planning, with an increased ROI and budget reallocations from AV into OOH. This data-driven approach is not only maximising efficiencies, it is validating the value of OOH. Campaigns can be scaled easily up or down based on budget, objectives and market conditions, with the flex to adjust targeting and creative elements as needed. Delivering from both a commercial and strategic perspective, the brand campaigns go from strength to strength. Yet this is just the start…