Case Study: Kellogg’s cuts $20.5M in wasted ad spend and achieves 25× ROI with Salesforce Marketing Cloud’s Audience Studio

Audience Studio Helps the Kellogg Company Reduce Wasted Spend and Drive New Value

The Kellogg Company, a global leader in cereals, snacks, and frozen foods with nearly $15 billion in annual revenue, faced a growing digital challenge: it was spending over $1 billion on advertising—about 30% digital with more than half bought programmatically—and needed to eliminate wasted video and display impressions while achieving deeper, 1-to-1 personalization beyond basic demographics.

Kellogg deployed Audience Studio’s Cross-Channel Frequency Management to cap and coordinate ad delivery across DSPs, private exchanges, publishers, and devices, prioritizing underserved high-value consumers and preventing overexposure. The approach saved $20.5 million in wasted video and display spend (over 25x ROI), allowed reallocation to the short tail (1–3 impressions per user) to boost awareness and sales without extra budget, and paved the way for other Audience Studio solutions across the business.

Kellogg’s