Purchase-headquartered PepsiCo Inc. (NASDAQ: PEP) is partnering with Disney Advertising and Kroger Precision Marketing on a beta test that will enable packaged-goods marketers to harvest shopper data in order to reach target audiences across select Disney media.
According to an Ad Age report, the test will begin on Hulu, the streaming service that is majority-owned by Disney. After the initial endeavor with beta advertisers, the program is expected to roll out in the second half of this year with more consumer product marketers who will receive return path data analyzing media exposure and sales ”“ including household penetration and shopper segment analysis.
“As consumers spend more time with streaming TV, it is increasingly important for industry providers and advertisers to collaborate to bring innovative solutions like this to the marketplace,” said Carol Simpson, senior director of shopper marketing at PepsiCo.
