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.”

But, with the right tools for the proper product in place, the traditional reliance on “flat” demographics (i.e., “women 25–54”), Mathison contended, has given way to “relevant reach” that identifies audiences by interest, not age....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands