With almost $15 billion in annual revenue, the Kellogg Company is the world’s leading cereal company; second largest producer of cookies, crackers, and savory snacks; and a leading North American frozen foods company.
Kellogg has been recognized for its marketing strengths and innovation, including a ninth ranking among CPG brands on Forbes’ list of the World’s Most Valuable Brands.
To support its portfolio of products, the Kellogg Company spends more than $1 billion in advertising annually, with digital advertising taking an ever-growing portion. The company allocates about 30% of its advertising budget to digital, and over 50% of that space is purchased programmatically through DSPs (demand-side platforms) and private marketplaces.
Kellogg’s Global Vice President of Media and Digital Strategy believes managed consumer data is the key to Kellogg’s digital advertising strategy. Central to the company’s data-driven marketing strategy is Audience Studio, which the Kellogg Company characterizes as its decision engine across all marketing channels.
Using cloud-based and machine learning technology, Audience Studio unifies people data across multiple screens and sources into a single view of the individual. The platform analyzes people’s signals — behavior, actions, engagement — to help deliver 1-to-1 experiences across every channel — desktop, mobile, social, and set-top TVs — in real time.