Brand Marketing via programmatic buyingor

How to have your cake & eat it too

Bob ArnoldAssociate Director Global Digital Strategy

@BobbyArnold

50%

Forrester Research, “The State of the Digital Media Buyer, July 2011

of digital media buyers list audience targeting capabilities as one of the most important things they look for in display ad buys

30% list low CPMs

3

Have your cake…Maximize cost efficiency

Eat it too…As effective as other buys

Programmatic buying

4

Sends request

Web Site

Solicits bids

Demand Side Platform

(DSP)

Places bidAwards bid

Brief

Goes online

Sees the ad

Ad Exchange

Automated bid price optimization of media

Why is Kellogg's investing in programmatic buying?

Question:Can programmatic buying be a more cost-efficient and effective means of buying?

Answer:Yes, 5X+ improvement in ROI

It all comes down to the right recipe

The Programmatic Branding Recipe

• The right strategy & targeting

• The right measurement

• Fine tuning

The Right Strategy & Targeting

Right Message Right Consumer Right Moment

The Right Measurement

Short Term Success Metrics:

Drive campaigns to hit audience on-target,

on-screen viewability and frequency metrics

Long Term Success Metrics: Drive demonstrable brand lift and brand effectiveness

Fine Tuning

Use Data to Keep the Recipe Fresh & Tasty

•Management of data is key

•Determine 1st and 3rd-party data best practices for the brand

•Drive performance improvements

How We Had Our Cake...

Getting Ads to the Right Audience

How We Had Our Cake...

Efficient Rates for Audience Views

*Effective CPM calculated using overall CPM, on-target impressions, and % of ads in view. Values are indexed.

... and Ate it tooAnd Ate it Too…

Brand 1 ROI

Year 1 Year 2 1H Year 3

ROI2X

5X

Brand 2 ROI

Year 1 Year 2 1H Year 3

ROI

3X

6X

Improved ROI from Two Market Mix Models

What's Next for Programmatic?

• More Inventory

• More Formats

• Better Measurement

• Real-time Signals

Thanks! Questions?

@BobbyArnold