ORLANDO, FL: Dr Pepper Snapple Group, the soft drinks manufacturer, is seeking enhanced metrics to help maximise the impact of its marketing spend.

Blaise D'Sylva, VP/Media for Dr Pepper Snapple Group, discussed this subject at the Association of National Advertisers' (ANA) 2017 Media Conference.

"The challenge in the digital industry," he said, "is that we don't always have everything measured." (For more details, read Warc's exclusive report: Dr Pepper prescribes better digital metrics.)

"We're stuck in this position [where different services] say, 'I can produce a measurement,' but not every site that we purchase is allowing [us] to use that measurement."

This lack of conformity is both a frustrating limitation of the existing ecosystem, and is an expensive shortcoming for brand custodians to tackle.

"We have to pay for each measurement that we do," D'Sylva said. The existence of a common standard would, by contrast, offer a "simple, easy" way to plan and transact on media, and mean "we could get all of our measurement in one place."

On TV, D'Sylva asserted, advertisers can draw on best-practice history: "Nielsen has been the standard for a long time. Everybody accepts it. It measures [results], everybody looks at the results, we all subscribe to it, and we all use the data."

Dr Pepper Snapple has taken steps to drive progress in this area in the absence of cross-channel metrics. "Given the quality of the digital supply chain, we've made some moves to better effect value in the marketplace," continued D'Sylva.

One example involves programmatic advertising. "We've been moving money away from programmatic, because we don't think it's the right place for us to be as heavily invested as we were," he said.

In this context, data does remain highly valuable. "We're using data with many of our partners. And we're investing in data that we purchase from various third parties – and we use that in our ability to deliver the right customer," D'Sylva said.

But its current model moves beyond the simplistic principles underpinning numerous programmatic strategies, which follow the broad logic of, "Hey, let's just buy anything across the open web, and that's a good purchase," said D'Sylva.

Data sourced from WARC