Gatorade Is Open-Minded but Skeptical About In-Stream Ads on Facebook and Twitter - eMarketer
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eMarketer Interview

Gatorade Is Open-Minded but Skeptical About In-Stream Ads on Facebook and Twitter

Preview from eMarketer PRO

An interview with

Kenny Mitchell

Head of Consumer Engagement, Gatorade

Topics: AdvertisingMarketing

Interview summary

Facebook and Twitter are rolling out original video programming, and many brands are eager to experiment with advertising units in this new content. But not everyone is diving in headfirst. Kenny Mitchell, head of consumer engagement at Gatorade, spoke with eMarketer’s Maria Minsker about why the PepsiCo-owned beverage brand is open to trying new in-stream ads but is approaching the new format with a healthy dose of skepticism.

Interview

eMarketer: How effective has in-feed advertising been for Gatorade?

Kenny Mitchell: We’ve found in-feed advertising to be quite effective. It requires us to think differently about how we format and create ads, because we have to create thumb-stopping content. Video ads, specifically, are a priority for us both because of the engagement and the efficiency that we’ve seen across the board. The vast majority of what we do in the social space is video.