Kellogg: Using measurement to improve efficiency, effectiveness and ROI
This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.
This case study from Kellogg shows how a clear framework for the creation and delivery of digital advertising, aligned with the right measurement approach, can drive both greater efficiency and effectiveness for brand advertisers.
- This Kellogg/comScore case study is a perfect example of the right way for an advertiser to approach measurement. In this case, Kellogg was interested in the performance of ecosystem buying chains versus more traditional, particularly in regard to how their buying agencies were performing. They pitted entire buying regimes against each other in a classic experiment.
- The best in class behavior from the advertiser was to have a clear objective, a genuine hypothesis, and the instrumentation embedded in advance of a campaign to measure the variables important to them. You will see that one of the masked buying regimes had an ROI six times (600 percent!) higher than the others – the "programmatic" buying chain. Kellogg has since publicly claimed a ten times improvement over nominal performance. Remember this is net of all the "waste" that the ecosystem can bring such as non-human traffic. In a world where CPG companies celebrate a six percent lift from a retail intervention, the Kellogg ecosystem initiative delivered 1000 percent lift. The main source of the ROI was likely improved frequency control and targeting.