Case Study: Kellogg's achieves 5–6x digital advertising ROI and greater efficiency with ComScore

How the Right Measurement Framework Can Increase Efficiency, Effectiveness & ROI of Digital Advertising

Kellogg needed a way to make a growing share of its digital and programmatic media more efficient and effective. The company faced the common industry challenge that measurement — and the speed at which actionable insights arrive — determines whether programmatic buying delivers better targeting, lower waste and higher ROI.

Kellogg implemented a systematic planning and measurement framework with comScore: pre-market creative quality checks, near‑real‑time in‑market monitoring with comScore vCE (metrics such as % impressions on‑target, viewability, frequency and CPM), in‑flight publisher-level optimizations and post‑campaign Brand Survey Lift and Offline Sales Lift analyses. The approach produced substantial gains — Marketing Mix Models showed digital ROI improvements of roughly 5x and 6x for two brands — with further upside expected as viewability metrics are incorporated.

Kellogg's

Aaron Fetters

Director KNA Insights and Analytics Solutions Center