Case Study: Kellogg’s Special K achieves precise demographic targeting and improved ad viewability with Quantcast

Kellogg’s Special K delivers to the right audience and measures success through viewability

Kellogg’s Special K partnered with Quantcast and Amplifi to make its digital media more efficient and measurable. The challenge was to simultaneously meet three primary KPIs without compromising any: reach a demographic target index of 135 (comScore vCE-validated), deliver to a target viewable CPM, and control overall frequency at 6x.

Amplifi and Quantcast developed a market-first solution—a unique algorithm and new bidder that optimized to all three KPIs, buying the right demographic audience at scale and ensuring ad viewability. The campaign exceeded the demographic target by 81%, delivered the required viewable CPM, and maintained a 6x average frequency.

Kellogg’s

Susie O’Donoghue

Senior European Media Strategy & Planning Manager