"The modern media system brings together retailers, shoppers, online content creators and ecommerce data into one interconnected ecosystem, according to Arroyo. That ecommerce data spans first-, second- and third-party data, geolocation, transactions, loyalty cards and content signals from platforms. "Think about a massive, big boiling pot where you put all of that together in one place," Arroyo says. And so Coca-Cola is testing a new model through a major deal with WPP to produce vastly more content for a wider variety of media channels."
""It's a marketing factory," says Arroyo. Coca-Cola and WPP each boast more than 2,000 employees - which is what it takes to create content and generate data at the scale required by modern media. "For us," he quips, "it's our new TV." "I see my role in encouraging my own peers to embrace technology, including AI," he says, "but doing that in a responsible and transparent way.""
The modern media system brings together retailers, shoppers, online content creators and ecommerce data into one interconnected ecosystem. That ecommerce data spans first-, second- and third-party data, geolocation, transactions, loyalty cards and content signals from platforms. Coca-Cola is testing a new model through a major deal with WPP to produce vastly more content for a wider variety of media channels. The brand shifted from 75% TV paid media in 2019 to 70% social media this year, focusing on influencer content. Coca-Cola and WPP each employ more than 2,000 people to create content and generate data at scale. Netflix is expanding exclusive podcasts to capture engagement and advertising dollars.
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