In an atypical move for a marketer, Coca-Cola is taking control of one aspect of its media presence with its in-house Digital Network, comprising 29 14-by-48 digital billboards across 20 media markets. The network allows Coca-Cola to test marketing messages and integrate content from marketing partners. "It's informing a lot of other communication vehicles. This is not just about outdoor billboards," said Beatriz Perez, senior vice president of integrated marketing for Coca-Cola North America.

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