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