with DoubleClick: Kellogg dishes up offline sales and increases viewability with programmatic buying
December 12th, 2014 | Published in Google DoubleClick
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.
Kellogg Company is a century-old marketer with some of the world’s most trusted brands. Kellogg’s vision is to enrich and delight the world through foods and brands that matter, and digital marketing plays a key role in helping them move consumers through the path to purchase. The cereal powerhouse adopted DoubleClick Digital Marketing for programmatic buying. Using the unified platform, they were able to gain a holistic view of the consumer, deliver the right message to the right person, and ensure that their digital marketing efforts delivered maximum effectiveness.
Kellogg recognized that traditional marketing channels often aren’t enough to reach consumers in today’s digital age. To help solve for this, Kellogg embraced programmatic buying as a key part of their digital strategy to stay at the forefront of changing consumer behavior. “Programmatic buying has played a significant role in our digital marketing strategy,” said Aaron Fetters, director of Kellogg’s Insight and Analytics Solution Center. “It’s an opportunity to drive further success in our core metrics for digital advertising, and to use data and technology to deliver our message to the target audience.”
Formulating the right key performance indicators (KPIs) for their digital marketing campaigns was vital in reaching Kellogg’s goal of driving offline sales. And for this, the right digital measurement tools were critical. One of Kellogg’s main KPIs was ad viewability, and with programmatic buying and measurement solutions from DoubleClick, Kellogg’s viewability rate increased to over 70%. “It's amazing the impact you can have on a measurement like viewability, when you focus on it, plan for it, and optimize for it,” Fetters said.
DoubleClick solutions have helped Kellogg refine the targeting and frequency of their digital campaigns, and the team is confident that with DoubleClick they’re reaching the right consumer and managing their campaigns more effectively. The food company is now two to three times better at ensuring their impressions go directly to the consumers they most want to reach.
To learn more about the team's approach and results, watch the video below and check out the full case study here.