Why “intent-based” media buying is replacing “flat” demographics at Conagra

Conagra, the consumer packaged goods (CPG) manufacturer, is leveraging “intent-based” media buying to help drive growth.

Lisa Mathison, senior director/media at Conagra, is quick to remind marketers that old-dog legacy brands can learn new tricks from young, direct-brand pups.

Even with the underlying support of rich, deep data that leads to brand invention as well as media innovation, however, “You need to make sure you’re carrying your message through to consumers in ways that they will be most receptive.&rdq

And, just as the on-going interests of potential customers is made evident through online tracking, so is the power of targeted messaging. Two years ago, Conagra identified consumers who were passionate about plant-based diets, and so already had earmarked an audience that would be receptive to its new line of plant-based Power Bowls. And, when Conagra worked with the American Heart Association and a variety of other renowned health-and-wellness partners to sponsor a “” Netflix documentary, it timed its Power Bowl launch to coincide with the premier of the 90-minute video presentation.

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