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Antonio SciutoCMONestlé Waters
From social networks to syndicated content providers, brands have an ever-growing list of publishers to choose from when it comes to displaying their ads. But these choices raise questions about strategy, challenging brands to constantly re-evaluate the right fit for their content. Antonio Sciuto, CMO at Nestlé Waters, spoke with eMarketer’s Maria Minsker about how the company works with publishers to ensure they’re reaching consumers effectively.
eMarketer: How is your relationship with publishers evolving?
Antonio Sciuto: The process of developing campaigns is evolving as we work to develop more personalized consumer experiences. The success of a campaign is always related to improving brand health metrics, and that requires strengthening our relationship with consumer-engagement partners.
The challenge is producing engaging content, and in this new environment, brands have to start thinking more like publishers. In other words, the roles of brands and publishers should be more aligned with the common goal of being relevant to consumers and telling interesting stories.
eMarketer: Do you use native advertising or other new approaches to advertising?
Sciuto: Yes, that’s one of the new tactics we’re using. We no longer have a single operating model for content—the reality is we need to complement the traditional model with new models.
For example, for our San Pellegrino brand, we’ve experimented with user-generated content and [with] using different platforms to share it.
eMarketer: What are publishers doing to help brands get the most out of their advertising spend?
Sciuto: Publishers are starting to provide additional insight on how brands can become better storytellers, how they can transform single campaigns into a holistic ecosystem of touchpoints and how they can create a journey for consumers. It’s not about how many people watched a video—it’s about how consumers engaged with it, or moved from it to another touchpoint.
eMarketer: Are you using programmatic methods to buy ads this year?
Sciuto: Yes. The role of programmatic is growing, and we’re using it in combination with first- and third-party data to produce content that is more relevant for our consumers. Programmatic advertising is a time-saving opportunity, and it enables brands and publishers to focus more of their time on optimized campaigns and improving strategy.
eMarketer: When you look at different publishers, how do you value content?
Sciuto: It depends on the brand objectives behind every campaign. We work together with publishers to develop the right content for the right platform with the right message, but there’s no single recipe. How we value content depends on what we want a specific campaign to do.
eMarketer: Throughout the rest of 2017, where do you expect to put the majority of your digital ad spending—video, mobile, social or elsewhere?
Sciuto: That depends on the brand. Nestlé Waters is made up of 16 brands in different categories and at different levels of maturity. Overall though, video will play a major role and will be developed in a channel-agnostic way.
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