A Model for Delivering Branding Value through High-Impact Digital Advertising

High-impact digital advertisements, which feature large and often interactive formats, are known for driving consumer response rates higher than those of standard display.

A Model for Delivering Branding Value through High-Impact Digital Advertising: How High-Impact Digital Media Created A Stronger Connection to Kellogg’s Special K

Shawn D. Baron

Facebook

Caryn Brouwer

Ipsos ASI

Amaya Garbayo

Kellogg Company

Management slant

  • High-impact digital advertisements communicate the benefits of a product above and beyond standard display units. These units, therefore, can be valuable particularly when introducing a new product or product variant in the marketplace.
  • Given the higher impact per exposure of this advertising format, making a high-impact unit the first impression can maximize the effect on those consumers lower in the frequency distribution curve.
  • To...

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