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»ConAgra

Conagra Data Scientist Brian Archey On Why Retail Data Should Be Bigger Than Retail Media

The retail data revolution is constrained by its laser-focus on advertising, if you ask Brian Archey, Conagra Brand’s sr. director of data science and analytics. Clean room data environments are the playgrounds of digital marketers, who use them for audience extension and analytics. But these cloud-based services hold more promise as business intelligence tools, Archey... Continue reading »
by James Hercher // November 16th, 2021 //
»
Conagra Uses Creative To Capture More Data In Cross-Screen Video

For large CPG brands like Conagra that typically generate the most awareness through mass reach, hyperpersonalized video creative hasn’t always been their top consideration. But that is changing. “We’re seeing more personalized creative and ad versioning from CPG brands [that] might not own any data from the consumer up until the actual purchase point, because... Continue reading »
by Kelly Liyakasa // November 20th, 2017 //
»
Conagra Brands Expands Addressable TV Cross-Platform With AT&T

Addressable TV has earned a rep for being expensive and not all that scalable. But for early adopters like Conagra Brands, the channel does have its perks. Advertisers that invest in addressable TV alongside their larger broadcast buys view the format as a vessel for reducing waste by being able to more effectively zero in... Continue reading »
by Kelly Liyakasa // June 29th, 2017 //
»
The Top Ten Programmatic Advertisers

by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher, Kelly Liyakasa and Ryan Joe Programmatic advertising comes in many flavors. A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the... Continue reading »
by AdExchanger // March 20th, 2017 //
»
How Conagra Kicks Low-Quality Impressions To The Curb

Conagra, which owns brands like Chef Boyardee and Orville Redenbacher’s, is no newbie at negotiating for better ad quality. In 2014, it started using comScore’s digital ad effectiveness tools to negotiate delivery guarantees with publishers to ensure display inventory was in view and seen by humans. But ConAgra wants both publishers and advertisers to work... Continue reading »
by Kelly Liyakasa // February 14th, 2017 //
»
ConAgra Puts Its CRM and DMP Data In Play For Hunt’s Tomatoes

To reach the diverse purchasers of Hunt’s Tomatoes with the message that would best resonate with them, ConAgra looked to its customer data. ConAgra – which owns the brand –created dozens of messages targeting dozens of consumer segments for a campaign that ran from September through early March. The goal was to move away from... Continue reading »
by Sarah Sluis // March 10th, 2016 //
»
ConAgra Foods Sizes Up Sharethrough’s New Instant-Play Video Ads

The rise of autoplay video has propelled many marketers into experimental mode. ConAgra Foods, which has increasingly invested in multiscreen video, is no different. It’s trying out Sharethrough’s new instant-play video format called Video View Ads, launched Thursday, for brands Orville Redenbacher and Reddi-wip. Video View Ads are native ads that can be set on... Continue reading »
by Kelly Liyakasa // October 1st, 2015 //
»
Audience Guarantees, Purchase Data Color NBC, ESPN Upfront Conversations

Advertisers are no longer interested in hitting demo targets alone and, leading into upfronts, media companies are baking behavioral and audience-based guarantees into their sales pitches. Buy- and sell-side parties want to link TV programs with purchase propensity to determine whether a media exposure helped loosen purse strings. “We’re seeing more demand to bring together business... Continue reading »
by Kelly Liyakasa // April 23rd, 2015 //
»
ConAgra Wants More Transparency From Walmart Exchange

For CPG companies like ConAgra, buying media using sales data from retailers like Walmart offers a way to finally close the loop between media spend and sales. But some are concerned about the lack of transparency that comes with using the Walmart Exchange. “Walmart has more data than we do,” said Fernando Arriola, VP of... Continue reading »
by Sarah Sluis // March 9th, 2015 //
»
How ConAgra Links Shopper Marketing Data With Media

ConAgra Foods, owner of brands like Healthy Choice and Orville Redenbacher, is blending offline shopper data with household addressability to deepen brand awareness. While consumer brand strategies have always leveraged purchase histories and loyalty-card intel, marketers have gotten increasingly sophisticated with cross-device targeting and re-targeting at the household level, said Bob Hall, VP of platform... Continue reading »
by Kelly Liyakasa // August 20th, 2014 //
»
 

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