Schedule a Demo
Does My Company Subscribe?
Head of Consumer Engagement, Gatorade
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.
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.
Priorities and Initiatives for 2018 According to Retailers in North America (% of respondents)
UK Social Network Ad Spending, 2016-2020 (billions of £ and % of digital ad spending)
UK Social Network Ad Spending Share, 2015-2020 (% of digital ad spending)
UK Social Network Ad Spending Share, 2015-2020 (% of total media ad spending)
UK Facebook Ad Revenues, 2016-2020 (billions of £ and % change)
US Social Network Users: eMarketer's Estimates for 2018–2022
Canada Social Media 2018: The Platforms Grabbing Social Ad Dollars
How Publishers Can Profit from Buying Facebook Traffic
Consumer Trust Is Paramount for Brand Safety, Says Boxed
Data Feed: March 19, 2018
Latest eMarketer Social Forecast Shows Shifting Platform Use