KERV’s Interaction Insights: Food & Beverage Spotlight

Interactive video food and beverage

The food & beverage vertical is expected to bring in a staggering $1,378.17 billion in retail sales for 2023. But that fridge is getting pretty full with nearly 3,000 beverage manufacturers in the United States – all on the same mission to quench the consumer’s thirst. 

It’s a dominating category for retail sales and the waters are overflowing with a plethora of brands utilizing different strategies to get their message across. How do you make an impact in such a crowded marketplace and win those consumer dollars? In the battle of the beverages, you’ll need something refreshing to capture the audience’s attention. 

Over the last few years, we’ve seen a growing use of interactive, shoppable videos among advertisers to get their brand out there in ways that engage the consumer. Why? Because the complete breakdown of object-level data and the deeper insight it provides for individual interactions delivers real, tangible value for smarter spending strategies.

In 2022, we saw the number of beverage brands using interactive, shoppable video increase by 123%. Additionally, consumer click rates grew by 34% and average ad interaction rate grew by 65% year over year. What exactly is an interaction rate? It’s a measurement of video engagement that can serve as a proxy for consumer intent. 

Object-Level Data Brings Insight Overflow

Food & beverage advertisers face a number of common challenges that object-level data is poised to solve. Consumer preferences evolve over time, keeping pace with health trends, time of year and life changes. Targeting these consumers without understanding each audience’s specific preferences means beverage advertisers are ripe for wasting impressions.

Getting accurate data on which creative elements got the consumer to engage, how long they engaged for, and what made them disengage allows advertisers to satisfy the taste of each consumer. Each interactive moment creates a digital consumer fingerprint – a one-of-a-kind narrative that tracks the journey down to the half-second. This hyper-accurate insight on consumer behavior is crucial when it comes to making informed decisions for your next creative campaign. 

KERV utilizes 7 object-level metrics to hyper-track the consumer’s engagement:

  • Total Time Spent with Object
  • Average Time Spent with Object
  • Number of Object Views
  • Number of Object Highlights
  • Number of Object Links
  • Object Highlight to Object View Rate
  • Object Link to Object Highlight Rate

Drive Results in Any Stage of the Funnel

Leading beverage brands have already implemented interactive video strategies in their mission to satisfy the thirsty consumer. The data from these campaigns is clear – interactive video drives results across each stage of the purchasing journey. Here are a few takeaways for driving ROAS in your next campaign: 

Consumers are Thirsty to Learn More

A leading spirit company was hoping to increase the awareness and consideration of their product line in time for the holiday season amongst a key demographic audience. Utilizing the shoppable tiles of KERV Element, the brand got creative with an immersive and entertaining campaign that included a recipe card for cocktail inspiration and allowed for seamless purchasing via an Order Now PCTA. This kept the engagement flowing, driving CTR that exceeded industry benchmarks by 32%. Additionally, the brand saw a staggering 51% lift in brand awareness & consideration.

Move Consumers to Mid-Funnel

We’ve mentioned before the elusive attention of the Gen Z demographic. You don’t get a lot of time to capture their attention, so you gotta do it right. Another global beverage brand was up to the challenge when launching their new line of Latin American inspired juices. With a versatile line of flavors, the brand depended on object-level data to drill into consumer taste preferences and implemented that data when retargeting. For example, if a consumer interacted with a strawberry flavor in the first ad, KERV’s learned-machine technology served a second ad featuring that flavor alone. The result was an record CTR that exceeded the benchmark by 140%. 

Leverage Click-to-Cart for Full-Funnel Campaigns 

eMarketer predicts e-commerce sales for the food & beverage vertical to reach over $99 billion in 2023. Immersive strategies through online content provide an opportunity for advertisers to not only move consumers to mid-funnel, but to actually purchase while the product is fresh in their minds. A popular soft beverage company leveraged click-to-cart integrations to transform their video ads into shoppable experiences– creating tiles for each product in the video that lead to shoppable landing pages. The result was a huge spike in PCTA clicks. When you hit a consumer’s thirst, you’d be surprised how quick they are to quench it. 

As more consumers opt to purchase food and beverages online, brands need to find new ways to get their product at the top of the e-cooler. KERV’s interactive, shoppable content condenses the funnel into an awareness/research/purchase hybrid that shortens the path-to-purchase for your consumers at unrivaled speed. Get more from your content and create seamless commerce experiences all from a single video. Ready to discover what KERV can do for your brand?

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January 12, 2024
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Rich Kentopp
VP, Product Management

After his career of being a pastor and touring musician, Rich started his technology career almost a decade ago with many of the KERV leadership at Lin Digital. Since then he has been a Product leader at three different scaling startups, learning how to build valuable products with teams who love to work together.

Devin Monds
Head of EMEA Sales

Devin is a dedicated and experienced media sales professional with over 15 years in the digital media space in both North America and EMEA. He most recently headed up the International Team at Adludio, the premier advertising platform for delivering strong creative on mobile devices. Prior to his role at Adludio, Devin worked on the Global Brand Partnerships team at CAA Sports in London, and was International Sales Director at LoopMe where he built out the US West Coast Sales Team from Los Angeles. With a proven track record of new business development and revenue generation, Devin has a multitude of solid relationships with brands and agencies, globally.

He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.

    Brad Quinn
    Senior Vice President, Enterprise & Publisher Partnerships

    Brad Quinn is the Senior Vice President, Enterprise & Publisher Partnerships based out of our NYC office. He has over 15 years of experience across Agencies, Publishers and Tech. At KERV, Brad leads the Partnerships team focused on content providers and distributors. He integrates KERV’s tech capabilities across ads and content to create a real‑time interactive/shoppable experience.

    David Knight
    VP of Engineering

    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
    VP of Technical Ad Operations

    After spending time living in New York and working for NBC Universal’s first digital operations team Daniel moved to Austin in 2009 to further pursue ad tech. During the next decade, he built a career working on interactive video first for Sizmek and then Nexstar. He immediately jumped at the idea to work for KERV and was one of the first to join the company in 2017.

    Creed Pettit
    SVP, Head of Partnerships

    Creed Pettit is an entrepreneurial sales executive offering experience in all aspects of solutions selling, team management, negotiation, organizational leadership, go-to-market strategies and momentum driven models. Prior to joining KERV, Creed served as Media & Entertainment Vertical Sales Leader, Global Business Solutions at TikTok.

    Karen Germ
    VP of Marketing

    Karen Germ is a seasoned marketing and communications professional with a nearly 15‑year history serving in leadership roles across the advertising and technology landscape. Most recently, Karen served as OAAA’s VP of Marketing where she implemented industry leading initiatives to elevate and promote the power of OOH for advertisers, agencies, partners and consumers. 

    Ryan Schoenfeld
    VP of Digital Strategy

    Ryan Schoenfeld’s career started as an intern at a smaller digital media agency while attending the University of Texas. Since then, he has spent over 15 years working in the programmatic advertising/video space.

    Bill Roberson
    VP of Media

    Bill Roberson has worked in the digital space for over 17 years, spanning Media Buying, Ad Operations, Analytics and Optimization, Account Management and now Creative.

    Grant Gorton
    VP of Creative

    Grant has been with KERV as VP of Creative for over 5 years, and has worked as a designer and creative director at agencies and media companies for the last 17 years.

    Michael Fleischman

    Michael Fleischman serves as the CFO at KERV Interactive in addition to being an Executive Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. Prior to KERV Interactive, Michael was the CFO and current Board Member at Digital Remedy, a privately-held media execution company supporting agencies, publishers, and brands in navigating the complex adtech landscape of digital success.

    Previous to Digital Remedy, Michael spent 20 years at Cablevision and Rainbow Media Holdings during which he was instrumental in the launch and management of multiple regional sports networks and a number of national cable networks including American Movie Classics, Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM. 

    A native of the New York City area, Michael resides with his wife where he enjoys biking, tennis  and spending time with his wife and three adult children.

    Taylor Pate

    Taylor Pate serves as CTO at KERV Interactive. Taylor’s experiences in the advertising and creative industry spans 14. He began his career in 2008, working as a designer, animator and art director specializing in the design and production of interactive art. Early in his career, he created 3D character animations and tools for best-selling video game series The Sims while working at Edge of Reality, who developed video games for Nintendo 64, GameCube, PlayStation and Xbox.

    In 2012, Taylor made the shift to work in-house at an online advertising and media services agency, LIN Digital, where he was promoted multiple times in a four-year span. He worked on a variety of online, interactive projects for clients while also developing and automating internal tools and processes. Taylor then spent the next two years working as the director of engineering at multi-platform digital media company HYFN Local, a division of multi-billion-dollar corporation Nexstar Digital LLC.

    Jay Wolff

    Jay Wolff serves as Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships, in addition to being the Executive Vice President of 212 NYC, New York’s leading organization for the digital advertising industry. 

    Jay’s expertise in revenue and partner growth in the advertising industry spans 19 years. Most recently, Jay served as CRO of Varick Media, and Chief Growth Officer at Boostr, the first end-to-end SaaS revenue management system for media companies. Previously, as Regional Vice President of SambaTV, Wolff built the revenue organization and east coast market from the ground up. 

    Prior to joining SambaTV, Wolff served as Vice President of agency and brand partnerships at PulsePoint; instrumental to the merger of ContextWeb and Datran Media.

    Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. He resides in Rye Brook, NY with his wife and daughter, Olivia. 

    Dan Bienenfeld

    Before co‑founding KERV in 2017, Dan Bienfeld spent the previous 35 years founding six start‑ups in various verticals such as publishing, licensing, med‑tech and ad‑tech. Within these companies, he enjoyed two meaningful exits, which provided him with the ability to continue his passion as an entrepreneur. 

    Aside from bringing together ‘Rock Star Talent,’ his main focus has been raising over $50M, primarily for the startups identified above, as well as creating strategic partnerships. Currently he lives in Westlake Village, CA with his wife and two kids. In addition to his entrepreneurial journey, he also enjoys working out, traveling and an addiction to sushi.

    Gary Mittman

    Gary Mittman brings more than 30 years of experience in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before starting KERV, he held numerous top‑ranking leadership roles, including Founder & President of Nami Media (which was acquired by Lin Media/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development, Direct Response at Western International Media (now Initiative Media).

    Gary also brings a decade of experience in the entertainment industry, including managing all booking for New York City’s premiere performance night club, The Ritz, as its Executive Manager and Booking Agent, Executive Producer of the MTV concert series ‘Live At The Ritz’, a Professional Manager at Chappell Music Publishing, and started out as an Assistant to legendary Clive Davis at Arista Records.

    Andi Fenster

    Andi Fenster went into the profession of Human Resources 30 years ago, because she believed from a young age that the way you treat your employees is what you get out of them. Her goal as an HR professional has been to help create the type of work environments that inspire folks to want to come to work. She is also a Management/Leadership/Career Coach and her focus is optimizing humans focusing on the mind‑body connection. 

    “We, each, have tremendous potential and the abilities to level‑up if we choose to understand how to get the support we need to get us there. Helping talent thrive and helping them create success is my reason for doing what I do.”

    Marika Roque
    COO & Chief Innovation Officer

    Marika Roque is a top expert in digital media, data and organizational infrastructures recognized with over 15 years of professional leadership experience. Previous to KERV, Marika worked as the vice president of digital operations for Mass2, a division of multi-billion-dollar corporation Nexstar Digital LLC. Prior to Mass2, Marika served as vice president of digital media activation at LIN Digital.

    Marika has held senior-level positions for leading advertising agencies in the Austin, Texas area including Sizmek and GSD&M. She also spent years in Chicago working for FCB Global and Starcom MediaVest Group. While at Starcom, Marika was recognized for her involvement in the creation of the first agency-side programmatic pipelines and what the industry now refers to as an agency trading desk.

    Marika holds a Bachelor’s in Advertising from The University of Texas at Austin, which she achieved while also participating as a former D1 collegiate athlete.