Assessing the Impact of Branded Content Across the Web
Making Our Digital Marketing “Crazy Good”
Kellogg Digital Success Framework
CONTENT QUALITYDo we have the right content? Does our creative have the
right to succeed?
AUDIENCE DELIVERYDo we have the right consumers? Are we efficiently
reaching our Target?
IN-MARKET EFFECTIVENESSAre we having the right impact?
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
Importance of Content Across Paid, Owned, Earned
Paid Only Paid, Earned & Owned
Paid Only Paid & Earned
11
18
0
13
Top of Mind Awareness % Pt LiftPurchase Intent % Pt Lift
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 SalesIndex of Total Dollar
Offline Sales Lift
Paid Only Paid & Earned0%
20%
40%
60%
80%
100%
120%
22%
117%
Paid Only Paid & Earned0
100
200
300
400
500
600541
100
6
•
Evaluating the efficiency &
effectiveness of this
content enables
improved ROI for the brand.
7
–Reach, frequency, vGRP–Viewability / Validation–Demographics
–Offline sales–Online sales –Total ROI
–Breakthrough–Impact–Site Visitation & Search
Performance Effectiveness ROI
We work with Kellogg’s to help them evaluate effectiveness across a comprehensive continuum
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
V0113
2 million person global panel enables a comprehensive view of consumer behaviors
Census Network captures over 1.5 trillion digital interactions
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 N/A
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
Intent to Purchase
Norm: +1.2 Pop Tarts: +16.6
FavorabilityNorm: +1.5 Pop Tarts: +9.2
Unaided AwarenessNorm: +1 Pop Tarts: +3.8
Mobile Ad Recall
Norm: +16.2 Pop Tarts: +17.1
Aided AwarenessNorm: +9.1 Pop Tarts: +9.9
Top of Mind AwarenessNorm: +1.1 Pop Tarts: +23.5
Early Learning and Results
12
Brand 1 ROI
Year 1 Year 2 1 H Year 3
ROI 2X5X
Brand 2 ROI
Year 1 Year 2 1H Year 3
ROI3X
6X
Utilizing Programmatic Buying
Less Than 50% Viewability
At Least 70% Viewability
100
168
A 40% increase in viewability generates 68%
increased Effectiveness
Index of Lift in Sales /Impression