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

3. 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?

4. 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

5. 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

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

7. 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

8. 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

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

10. 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%

11. 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

12. 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