Driving Full Funnel Brand Equity Through Tubi with PepsiCo's Caitlin Winsor and Tubi's Chris Grillo

The CPG Guys are joined in this episode by Caitlin Winsor Senior Director of Media, Strategy & Investment at PepsiCo and Chris Grillo Vice President of Sales, CPG at Tubi, the most watched free TV and movie streaming service in the U.S.Follow Cailtin on LinkedIn at: https://www.linkedin.com/in/caitlin-coburn-winsor-80789810/Follow PepsiCo on LinkedIn at: https://www.linkedin.com/company/pepsico/Follow Chris on LinkedIn at: https://www.linkedin.com/in/christopher-grillo-abab465/Follow Tubi on LinkedIn at: https://www.linkedin.com/company/tubi-tv/Follow Tubi online at: https://corporate.tubitv.com/partners/advertisewithus/ad-experience/We ask them these questions:How would you describe Tubi’s role in the CTV ecosystem today?What shifts are you seeing in how they think about reach, engagement, and performance in streaming?Where does connected TV fit within your overall media mix strategy, and what signals do you monitor when evaluating a new CTV partner?What were some of the most surprising or important findings for CPG marketers in the Harris Poll study?How are these insights challenging or reshaping traditional assumptions around reach, frequency, and engagement for CPG brands?How do these findings align with what you’re seeing in your own consumers and media performance?What are the key implications for how CPG brands should rethink their media mix and investment strategies moving forward?As CPG brands invest more in streaming, how are they starting to think differently about what success looks like beyond just reach and awareness? Can you share a recent example where a CPG campaign on Tubi delivered a measurable lift that surprised the team?In the CPG space, how do you collaborate with advertisers to craft creatives that perform on CTV? Are there best practices for integrating traditional TV ad assets with shorter video assets for streaming environments to maximize resonance and efficiency?With inflationary pressures and changing consumer behavior, how do you optimize the media mix to protect brand equity while driving growth on CTV?What attribution model or measurement framework do you rely on for CTV campaigns? What does a successful CPG–CTV partnership look like from your perspective?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.