Conagra, the consumer packaged goods manufacturer, has embraced “intent-based” media buying that seeks to use interests, not demographics, as the primary mode of insight.

Lisa Mathison, Conagra’s senior director/media – the owner of brands like Birds Eye frozen foods, Fleischmann’s spreads and Reddi-wip whipped cream – discussed this topic at the Mobile Marketing Association’s (MMA) 2019 Impact Conference.

Rather than simply leverage “flat” demographic information in media buys – such as targeting 25–54-year-old women – the company is using consumer intent as a signifier for its ad purchases.

“It’s become really important to speak to them in relevant ways [by] bringing search queries and [expressed] intent through our communication and our content,” she said. (For more, read WARC’s in-depth report: Why “intent-based” media buying is replacing “flat” demographics at Conagra.)

“To move to the intent-based approach in an accurate and compelling way, you need data to [support] that effort,” Mathison further explained.

Even with the support of rich, deep data that leads to brand invention as well as media innovation, however, “you need to make sure you’re carrying your message through to consumers in ways that they will be most receptive,” she said.

In the food category, where the Conagra house of approximately 90 brands largely resides, its target could now be a cohort focused on low-carb, high-fat diets.

And the insights derived from direct contact with shoppers, Mathison continued, has been “incredibly helpful to us. It tells us, in the purest form, how the consumer wanted to receive your [message].

“That has started to transform the way that we communicate, and the ways in which we approach media planning and buying.”

Conagra’s move from audience-based media buying to intent-based purchases has been a “massive” change in the way the enterprise brings its products to market, she explained.

To facilitate the new process, “we needed to quickly figure out how could we consume those insights in more formalised, systematic ways,” Mathison revealed.

“If a consumer is searching for low-carb or low-fat meals, we want to be able to acknowledge that within our messaging and content delivery.”

Sourced from WARC