Assessing the Impact of Branded Content Across the Web Making Our Digital Marketing “Crazy Good”

Kellogg Digital Success Framework CONTENT QUALITY Do we have the right content? Does our creative have the right to succeed? AUDIENCE DELIVERY Do we have the right consumers? Are we efficiently reaching our Target? IN-MARKET EFFECTIVENESS Are we having the right impact?

Importance of Content Across Paid, Owned, Earned Kellogg wanted to better understand the brand building impact across Paid, Owned and Earned content In late 2011 we partnered with Yahoo! to study impacts on

While Paid & Earned generated a higher % lift in sales among exposed households, Paid has a much higher reach that leads to a higher total sales lift. So, the optimum strategy is clearly to use both Paid and Earned % Lift in Offline Sales Index of Total Dollar Offline Sales Lift

Evaluating the efficiency & effectiveness of this content enables improved ROI for the brand.

We work with Kellogg’s to help them evaluate effectiveness across a comprehensive continuum Performance Effectiveness ROI Reach, frequency, vGRP Viewability / Validation Demographics Breakthrough Impact Site Visitation & Search Offline sales Online sales Total ROI These insights not only help to prove the value of marketing investments, but they also allow for in-flight optimization & improved performance of future campaigns

A combination of our panel and census network enable this holistic view of advertising effectiveness Census Network captures over 1.5 trillion digital interactions 2 million person global panel enables a comprehensive view of consumer behaviors V0113

Pop Tarts is Ensuring They Have the Right Content Across Paid, Owned & Earned

Pop Tarts is Ensuring They Reach the Right Consumer Display Ads Targeting Index % In View Publisher 1 482 57% Publisher 2 145 55% Publisher 3 663 85% Publisher 4 246 N/A Publisher 5 80 52% Online Video Publisher 6 243 Campaign Total 343 58%

Pop Tarts is Ensuring They Have the Right Impact Study results for Online Display and Video Content Study results for Mobile Display and Video Content Unaided Awareness Norm: +1 Pop Tarts: +3.8 Favorability Norm: +1.5 Pop Tarts: +9.2 Intent to Purchase Norm: +1.2 Pop Tarts: +16.6 Top of Mind Awareness Norm: +1.1 Pop Tarts: +23.5 Aided Awareness Norm: +9.1 Pop Tarts: +9.9 Mobile Ad Recall Norm: +16.2 Pop Tarts: +17.1

Early Learning and Results Utilizing Programmatic Buying Brand 1 ROI Year 1 Year 2 1 H Year 3 ROI 2X 5X Brand 2 ROI 1H Year 3 3X 6X A 40% increase in viewability generates 68% increased Effectiveness Index of Lift in Sales /Impression