Observed Signal · Oct 9, 2026 · Panel Discussion · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Longer Holiday Season, Thriftier Consumers Ahead
An ADWEEK House panel co-hosted with Ibotta discussed how data-driven media spend can help brands adapt to changing shopping behaviors during the holiday season. Chris Dungan, VP of client partnerships at Ibotta, and Krystle Rocci, integrated strategy director at Pernod Ricard, highlighted that consumers are shopping earlier and elongating their purchasing period. Ibotta's first-party data enables Pernod to measure and attribute the success of promotions, helping to intercept consumers in their decision path. The panel emphasized the importance of moving beyond impressions to target the right moments and mindset. Promotions are effective for attracting new or lapsed buyers, but fostering repeat purchases and exploring the full brand portfolio are key loyalty tests. The discussion underscored the value of first-party data and strategic promotions in driving incremental sales and collective brand equity.
This article is a panel discussion recap with limited new information; it highlights consumer trends but lacks specific news impacting the AdTech industry.
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Key Takeaways & Evidence Grounding
- Ibotta first-party data helps Pernod Ricard measure and attribute promotion success.
- Consumers are elongating their holiday purchasing period, shopping earlier than usual.
- Chris Dungan (Ibotta) and Krystle Rocci (Pernod Ricard) participated in an ADWEEK House panel.
- Pernod Ricard uses data to intercept consumers in their decision path before they reach the shelf.
- Promotions are used to attract first-time or lapsed buyers, with loyalty measured by repeat purchases.
Connected Companies & Entities
3 Entities mapped“Krystle Rocci, integrated strategy director of Pernod Ricard, discussed adapting to changing shopping behaviors.”
“Chris Dungan, VP of client partnerships at Ibotta, discussed how Ibotta first-party data helps Pernod Ricard measure promotion success.”
“The panel was co-hosted with Ibotta at an ADWEEK House Advertising HQ event.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Holiday Value is More Than Price, Say Industry Leaders
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Balancing Short-Term Sales and Long-Term Growth
An ADWEEK House panel co-hosted with Fetch at Cannes Lions explored how brands can balance immediate sales activation with sustainable customer growth. Panelists including Fetch, Keurig Dr Pepper, Sephora, Bain & Company, WPP Media, Georgia‑Pacific and Haleon discussed strategies such as shifting from campaign-centric work to 'customer optimization,' using incremental ROAS frameworks to prove short-term impact, layering loyalty and gamification into discount events to drive lifetime value, and expanding measurement capabilities (marketing-mix modeling, holistic and predictive analytics). Speakers emphasized aligning teams and data, bringing marketing and sales together, and making measurement more frequent and AI-enabled to predict future outcomes. The session highlighted research that rewards-based introductions increase repeat purchases and recommended using different data approaches for new versus loyal customers.
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