For Dr Pepper Snapple Group’s recent endeavor to boost its multichannel strategy, the beverage company bet on programmatic mobile ads that helped drive 213,000 in-store visits to more than 1,000 grocery store locations and placed its products in 25,000 new households. Through programmatic ad platform Rocket Fuel and digital ad calculator Placed, Dr Pepper was able to execute and measure its combined mobile and in-store activation efforts. Multichannel initiatives are becoming crucial for food and beverage brands such as Dr Pepper to propel their products into the future, where mobile is likely to reign in driving in-store activations.