A Model for Delivering Branding Value Through High-Impact Digital Advertising: How High-Impact Digital Media Created A Stronger Connection to Kellogg's Special K~®

摘要

High-impact digital advertisements, which feature large and often interactive formats, are known for driving consumer response rates higher than those of standard display. Their impact on branding, however, has not been well addressed. For Kellogg Company, the goal of this research was to shed new light on the role of high-impact advertising within its overall digital portfolio, as guidance for maximizing the effectiveness and efficiency of its marketing investments. Although the incremental lift of branding effectiveness perhaps was not surprising, the results quantified the magnitude of that lift, helping marketers and publishers assess the value of high-impact units. The results also demonstrated that full-screen interactive formats, which often are considered to be interruptive, deliver the highest likeability scores and the deepest brand connection, along with the highest likelihood of retransmission and virality.