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. ’s Masters of Marketing awards, taking place in October. The company has been trying out different ways to boost the effectiveness of its ads, including using more sophisticated targeting techniques and increasing the number of people who see them. However, ad testing in conducted "too late" in the creation process, meaning that the firm often cannot refine 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. The company has been trying out different ways to boost the effectiveness of its ads, including using more sophisticated targeting techniques and increasing the number of people who see them. However, ad testing in conducted "too late" in the creation process, meaning that the firm often cannot refine its messaging or ideas, said Palenicek.