Recent Trends in Digital

Food Marketing

Jeff Chester, MSW & Kathryn Montgomery, PhD

Committee on Accelerating Progress in Obesity Prevention

Institute of Medicine

January 13, 2011

Asylum 626 - Doritos

Digital Display Advertising Expenditures

2009

Coca-Cola: $20,954,000 - up 163%

General Mills: $39,535,000 – up 105.6%

Dr. Pepper: $4,997,000 – up 427.9%

Kellogg’s: $51,720,000 – up 225.3%

McDonald’s: $26,662,000 – up 47.4%

Nestle: $44,197,000 – up 174.9%

Pepsi: $30,254,000 – up 68.6%

Wendy’s: $12,804,000 – up 355.7%

Key Features of Contemporary

Marketing

“360 degree,” multi-platform ubiquity

Data collection & behavioral profiling

Immersive virtual environments

Woven into communication and social interactions

Mobile and location targeting

User generated, co-created ads

New metrics – Integration of content, marketing, & sales

Fundamental goal: Engagement

Multi-platform

ubiquityPervasive marketing

Always on - 24/7

Mobile devices

Location targeting - GPS

Fluidity

Multi-tasking behaviors

“360 degree” marketing

“Internet Video Viewing to Trump Broadcast TV by

2020”

Data Collection & Behavioral

Profiling

Psychographic, behavioral, financial data, etc.

One-to-one model

Personalized ads

Tracking online/offline behaviors across platforms and over time

Multicultural behavioral profiling

Our relationship building network

ENTER

CODES

FROM

PURCHASE

PULSE

PROGRAMS

& PROMOS

REGISTERPURCHASE REDEEM

Consumers can

spend their

points in a

variety of ways

DRINK

AND

ENJOY

Immersive Virtual

Environments

Games, virtual worlds, “rich media,” etc.

Animation

Artificial intelligence

Avatars as virtual self

Augmented Reality/Branded Technology

18% increase in U.S. Big Mac Sales

Interactive Packaging

“Remember when cereal ads used to support kid cartoon shows?

Now the cartoon’s in the cereal.” Wired Magazine

Online Gaming Environments

Woven into Social Interactions

Tapping into online & mobile social networks

Leveraging the “social graph”

P2P viral marketing

Identifying influencers, alpha users, brand ambassadors

Branded communities

Ads integrated into day-to-day communication

Marketing through the Social Graph

Emerging Markets EMEA, Facebook

Surveillance of Social Interactions

Mobile & Location Targeting

Location Targeting

Location Marketing - Stickybits

User-Generated/Co-Created

Ads

User-generated content

Appealing to youth

Inexpensive strategy for promoting brand

Viral distribution

Multiple platforms

Incentives - contests, prizes, media exposure

Mountain Dew - Dewmocracy

New Metrics - Integration of

Content, Marketing, & Sales

Spectrum of new measurement systems & devices

Lines between advertising and editorial disappear

Ads includes mechanisms for transaction

Personalized, direct-response, impulsive purchases

Neuromarketing

Digital Multicultural Marketing

Recommendations: Research Agenda

• New theories and methods• Multi-platform, immersive, social, identity

• E.g. “engagement” vs. “effects,” participatory, user-generated, etc.

• Beyond cognitive -- social, emotional, unconscious, implicit, etc.

• Informed by industry practices, esp. metrics

• Focus on adolescents• Overlooked in literature

• Special vulnerabilities

• Multi-cultural youth

• Field building• Interdisciplinary – new media scholars, social scientists, tech experts,

information scientists, marketing analysts

• Short-term, high-visibility, agenda setting studies

Policy Opportunities

• Federal Trade Commission Food Marketing Review

• FTC COPPA review – 2010-2011

• FTC new privacy initiative, adolescents

• Commerce Department initiative

• New White House Task Force on Privacy and e-Commerce

• Congress – Do Not Track for children and adolescents –House and Senate

• Federal Communication Commissions rulemaking procedure on digital television

More resources:

Democraticmedia.org

Digitalads.org