The Hershey Co. has discovered a way to connect its programmatic advertising to offline sales.
“We're looking at how to tie more sales back to media,” Vincent Rinaldi, head/addressable media and technology at the confectionery firm, explained at the Advertising Research Foundation’s (ARF) 2019 AUDIENCExSCIENCE conference.
“Most of what we used to buy was everybody [aged] 18-plus with a mouth. We didn't know what that actually meant; we were targeting viewability rates [and] completion rates.”
To move beyond that raw data to more actionable information was a complex challenge: “[For] a dollar chocolate bar, the margins are very thin, clearly,” Rinaldi told the ARF delegates. “So, how do we actually understand that the media that we invest in year over year – whether it be in programmatic media, whether it be in social media, whether it be on television, is actually driving our business?”