Core Insights - The advertising measurement landscape remains complex and fragmented, with marketers struggling to accurately assess the effectiveness of their campaigns across various channels and platforms [4][5][6] - Keurig Dr. Pepper emphasizes the importance of both message delivery and the context in which it is received, with 60% of ROI attributed to messaging and 40% to other factors [2][4] - Live sports advertising is seen as a valuable opportunity for brands, despite rising costs, particularly to engage younger consumers like Gen Zennials [7][9][11] Measurement Challenges - The current advertising ecosystem is characterized by media fragmentation and the presence of walled gardens, complicating the attribution process [3][4] - Marketers are often uncertain about the precise return on investment from their marketing spend, estimating effectiveness within a range of 10-15% [4][6] Live Sports Engagement - Keurig Dr. Pepper has increased its collaboration with Disney Advertising to enhance digital fan engagement during college football season [7] - The cost of advertising during live sports has risen, but the potential reach and engagement with key demographics justify the expense [9][11] - Dr. Pepper's sponsorship of the college football championship game resulted in 80% more engagement compared to other advertising efforts throughout the year [11][12] Brand Connection and Fandom - The brand's strategy includes leveraging cultural connections through sponsorships, which are crucial for long-term brand value beyond immediate sales [12] - Dr. Pepper has established relationships with 55 college football athletes to create content that maximizes engagement with fans [13]