SOURCE: BrightRoll


August 15, 2013 12:00 ET

Kellogg Selects BrightRoll as Its Digital Video Advertising Platform Partner

Partnership Results in Higher Ad Completion Rates, Increased Audience Targeting Efficiency and Lower eCPMs, Exceeding Kellogg's Performance Goals

SAN FRANCISCO, CA and BATTLE CREEK, MI--(Marketwired - Aug 15, 2013) - BrightRoll, the largest independent video advertising platform, today announced that Kellogg Company (NYSE: K) has chosen to simplify and maximize the efficiency of all of its digital video advertising through the award-winning BrightRoll technology platform.

As the video advertising landscape evolves, consumer viewing habits are shifting from television to new screens -- computers, mobile devices, and connected TVs. Kellogg is expanding its video advertising capabilities and partnering with the BrightRoll platform to boost brand awareness among a growing digital audience.

"We wanted a single partner to help us maximize the impact of our campaigns and reach the right audiences," said Bob Arnold, Associate Director of Global Digital Strategy at Kellogg. "We chose the BrightRoll platform because it has the best-in-class decision engine as well as great relationships with publishers that we were eager to leverage."

The BrightRoll platform has exceeded Kellogg's performance expectations, delivering precise audience targeting, frequency management, campaign optimization and data reporting. Initial results from the partnership include:

  • Kellogg ads achieved 37 percent increase in completion rate
  • Kellogg campaigns showed a 24 percent increase in targeting efficiency
  • Kellogg eCPM decreased by 6 percent
  • Kellogg was 40 percent more efficient in targeting adults, 83 percent more efficient in targeting women, 143 percent more efficient in targeting kids and 93 percent more efficient in targeting moms and dads

With the industry's largest reach to viewing audiences and built-in comScore audience targeting and validation, the BrightRoll platform enables Kellogg to identify and reach precise customer sets. Buying programmatically through the BrightRoll platform also allows Kellogg to leverage data to automatically buy ideal audiences. As a result, Kellogg's ad buys are more accurate and actionable, resulting in lower costs and stronger results, equaling a higher return on investment.

"Our comprehensive technology platform was built from the ground up to support digital video advertising," said Tim Avila, Vice President of Product Marketing at BrightRoll. "That technology, together with our industry-leading audience reach, our deep knowledge of online video and our talented staff, enables us to deliver results our competitors can't."

A BrightRoll customer since 2009, Kellogg's digital advertising strategy has evolved from managing campaigns on an individual basis with numerous vendors, to a single platform partner capable of efficiently and effectively targeting audiences at scale, serving ads on preferred sites and improving key performance metrics.

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About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2012 sales of $14.2 billion, Kellogg is the world's leading cereal company; second largest producer of cookies and crackers; a leading producer of savory snacks; and a leading North American frozen foods company. Every day, our well-loved brands nourish families so they can flourish and thrive. These brands include Kellogg's®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit

About BrightRoll
BrightRoll is the largest independent video advertising platform for reaching audiences across web, mobile and connected TV. The company powers digital video advertising for the world's largest brands including 90 percent of the top 50 US advertisers and 170of the top 20 advertising technology companies. The platform enables advertisers to reach 4 in 5 video viewers online and consistently ranks among the top two video ad platforms in ads served. As a result, BrightRoll technology collects and analyzes hundreds of billions of data points monthly enabling real-time decisions that drive ROI for advertisers. To learn more, visit

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