1. Brand Marketing via programmatic buying
or
How to have your cake & eat it tooHow to have your cake & eat it too
Bob Arnold
Associate Director Global Digital Strategy
@BobbyArnold

2. 50%
of digital media buyers list audience
targeting capabilities as one of the
most important things they look for
in display ad buys
30% list low CPMs
Forrester Research, “The State of the Digital Media Buyer, July 2011
30% list low CPMs

3. 3
Have your cake…
Maximize cost efficiency
Eat it too…
As effective as other buys

4. First a little background…
Publisher Direct Website
Website 1
“Traditional” way of digital media buying…
4
Ad Network
Ad Network
Ad Network
Website 1
Website 2
Website 3
Blind 1
Blind 2
Blind 3

5. Programmatic buying
Sends
request
Web Site
Solicits bids
Demand Side
Platform
(DSP)
Goes online
Ad
Exchange
Automated bid price optimization of media
5
Web Site (DSP)
Places bidAwards bid
Brief
Sees the ad
Exchange

6. Why is Kellogg's investing
in programmatic buying?
Question:
Can programmatic buying be aCan programmatic buying be a
more cost-efficient and effective
means of buying?
Answer:
Yes, 5X+ improvement in ROI

7. The Programmatic Branding Recipe
• The right strategy &
targetingtargeting
• The right measurement
• Fine tuning

8. The Right Strategy & Targeting
Right Message Right Consumer Right Moment

9. The Right Measurement
Short Term
Success Metrics:
Drive campaigns to hit
audience on-target,
Long Term
Success Metrics:
Drive demonstrable brand
lift and brand effectivenessaudience on-target,
on-screen viewability
and frequency metrics
lift and brand effectiveness

10. Fine Tuning
Use Data to Keep the Recipe
Fresh & Tasty
• Management of data is key• Management of data is key
• Determine 1st and 3rd-party data best
practices for the brand
• Drive performance improvements

11. How We Had Our Cake...
71.00%
72.00%
% of Ads "In View"
Getting Ads to the Right Audience
+134%
90.00%
100.00%
% Increase of On-Target Impressions
vs. Non-Programmatic Baseline
64.00%
68.00%
60.00%
62.00%
64.00%
66.00%
68.00%
70.00%
Brand 1 (Q1) Brand 2 (Q2) Brand 3 (Q2-Q3)
+105%
+88%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Brand 1 (Q1) Brand 2 (Q2) Brand 3 (Q2-Q3)

12. How We Had Our Cake...
1.00
0.90
1.00
Effective CPM*
Efficient Rates for Audience Views
0.71
0.48
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
Brand 1 (Q1) Brand 2 (Q2) Brand 3 (Q2-Q3)
*Effective CPM calculated using overall CPM, on-target impressions, and % of ads in view. Values are indexed.

13. ... and Ate it too
And Ate it Too…
Brand 1 ROI
5X
Brand 2 ROI
6X
Improved ROI from Two Market Mix Models
Year 1 Year 2 1H Year 3
ROI
2X
5X
Year 1 Year 2 1H Year 3
ROI
3X
6X

14. What's Next for Programmatic?
• More Inventory
• More Formats
• Better Measurement• Better Measurement
• Real-time Signals

15. Thanks! Questions?
@BobbyArnold