Soft drink giant Coca - Cola is " playing a trick " when it comes to its digital advertising , given that 30 % of its ads underperform , according to Adam Palenicek , senior insights officer for Western Europe . Speaking at the Neuromarketing World Forum , Palenicek said Coca - Cola spends more than £ 300 m ( $ 40 m ) annually on media in the Western European region , and creates in excess of 170 ads a year . However , ad testing in conducted " too late " in the creation process , meaning that the company often can not test its messaging or ideas , said Palenicek .
Soft drinks giant Coca-Cola is "missing a trick" when it comes to its digital advertising, given that 30% of its ads underperform, according to Adam Palenicek, senior insights manager for Western Europe. Speaking at the Neuromarketing World Forum, Palenicek said Coca-Cola spends more than £300m ($376m) annually on media in the Western Europe region, and tests in excess of 170 ads a year. However, ad testing in conducted "too late" in the creation process, meaning that the firm often cannot refine its messaging or ideas, said Palenicek.