Molson Coors Is Future-Proofing Its TV Advertising Strategy

Changes in privacy laws and consumer behaviors are forcing advertisers to deviate from their historic default means of audience targeting, especially in the connected TV space, increasingly a focal point of many marketers’ attention. In particular, brands are eager to better understand how CTV spend is contributing to ROI, as well as delivering incremental gains in their cross-screen campaigns. Marketing teams at alcoholic-beverage manufacturers are among some of the most eager to embrace these opportunities as their wares are deemed synonymous with "event television" such as live sporting occasions or awards ceremonies. Molson Coors is one such company with the manufacturer of brands including Coors and Miller, is partnering with Innovid and LiveRamp to enhance its cross-screen targeting. The tie-up involves Innovid integrating with RampID, an audience-identifier from data onboarding giant LiveRamp. According to the ad-tech duo, their tie-up with the drinks giant is driving 55% better audience addressability compared to comparable alternatives. This integration, dubbed Key Connect, involves Innovid, a buy-side ad server, ingesting LiveRamp data to help Molson Coors map audiences across different screens as a means of attributing ROI to each ad placement, a.k.a. attribution modeling. Omnicom Media Group Calls for Better CTV Standards In a statement, Nicole Kane, director, North America, precision digital marketing, Molson Coors, said Key Connect has enabled it to improve the accuracy of its cross-screen measurement significantly. “We are always looking to better understand and target consumers more effectively,” she said. “Unlocking identity management with Key Connect empowers us to deliver a more personalized experience and elevate brand performance across all channels and devices.” Tal Chalozin, CTO of Innovid, added, “Increasing the addressability using a robust household graph has been a frequent, meaningful request from our clients and we’re excited to deliver on it. This integration goes above and beyond to enable marketers to have greater precision and an efficient workflow.” The drinks giant is partnering with both Innovid and LiveRamp as the traditional TV advertising industry reaches a fork in the road where the industry’s old guard, such as incumbent measurement-provider Nielsen, faces challenges by interlopers. One source, with knowledge of the partnership but declined to be named due to their employer’s PR policies, noted how the partnership was geared towards increasing the confidence with which Molson Coors can overhaul its TV advertising strategy. “We know that the infrastructure of how we identify and connect with consumers is changing,” they said, “so we are making future-proofing bets with partners that we believe will set us up for success in the future.” Multiple sources familiar with the experimentation remarked how such methods are gaining in popularity as the CTV landscape reaches maturity (a process accelerated by the Covid-19 pandemic). Simply put, media buyers have to show how CTV—formerly the domain of "test budgets"—is now generating ROI as greater amounts of ad dollars are committed to such screens. Last week, Omnicom Media Group execs spoke with Adweek about the holding group’s efforts to improve the standards of audience targeting on CTV with the outfit’s chief activation officer Megan Pagliuca explaining that greater assurances would attract more spend. “We believe more dollars will flow because we have more granularities and then you have more optimization and better performance,” she said, adding that widespread adoption will help the migration of ad spend from linear to CTV.

The Future of Identity

How Molson Coors Is Future-Proofing Its TV Advertising Strategy

Partnership with Innovid and LiveRamp aims to boost ROI amid changing times

Ronan Shields

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Ronan Shields