How Kellogg's embraced digital visibility and drove engagement

This event report addresses how Kellogg's, the food group, boosted the viewability of its online advertising – and drove up campaign effectiveness as a result.

How Kellogg's embraced digital visibility and drove engagement

Geoffrey PrecourtWarc

Aaron Fetters, director of the Insights and Analytics Solutions Center at the Kellogg Co., remembers the buzz that surrounded interactive marketing when he first arrived at the company's headquarters in Battle Creek, Michigan, in 2011.

"The message was, 'Digital does work. It sells. It sells cereal. It sells snacks. It sells Pop Tarts … We had started to see the real value in investing in digital as one of our media touchpoints."

PHOTO CREDIT: Andrew Eitelbach/ANA

Life was so much simpler back then. "The only question was, 'Well, how...

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