Nestlé: Just taking TV ads and putting them online doesn’t work

Nestlé is focusing its efforts on “mastering video” after admitting that simply taking TV ads and putting them online “often doesn’t work”.
The FMCG company, which owns brands such as KitKat, Nescafe and Purina, says it is taking a “test and learn approach” to find out what works and share that across its brands so it does not “repeat mistakes and can replicate success”.
Speaking to Marketing Week at the Dmexco ad tech conference in G