Coca-Cola’s top marketer has indicated that the company will increase its mobile spend but underlined that TV spend “is not going away.”
“Television will still be important”, chief marketing & commercial officer Joseph Tripodi told a Cannes press conference. But Tripodi recognised the “huge trend” in social and recognised that company “had not made enough investment in the mobile space.”
He said the question for Coca-Cola was to reassess “how much we invest and how [do we invest it]… We are in the early phase of that. The big challenge to marketers is that there is a pot of money that is not growing, so how do you allocate it.”
It is possible that the company will leverage TV, social and mobile simultaneously.
Tripodi was speaking alongside Sir Martin Sorrell who flagged WPP’s recent deal with Twitter, enabling the company to mine the company’s tweet data to better target and measure advertising.
Earlier in the week (Wednesday June 20) Twitter’s chief creative scientist Deb Roy claimed that Twitter was the new “soundtrack” to TV. He showed how Twitter data can be used to show who is watching programmes when they are aired, thereby enabling media companies to gauge who is watching adverts.
The technology “shows you the traffic that takes place [on Twitter] while on air”, said Sorrell. Leveraging TV and social was “very powerful”, he added.
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