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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.
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