Kellogg campaign pinpoints mobile
as most-effective advertising channel for driving sales
In answer to the question of
whether mobile advertising is effective at driving sales, Kellogg Co. gives a
resounding “Yes,” with the analysis of a recent campaign showing that mobile
delivered more than three dollars in incremental sales for every dollar invested.
An analysis of the campaign for
Kellogg’s Pop-Tarts brand by Nielsen Catalina Solutions sheds light on mobile
advertising’s effectiveness at driving sales for consumer packaged goods
brands, with mobile determined to be the most effective channel for driving
sales compared to tablets and desktop for the campaign in question. The
Pop-Tarts campaign was delivered across multiple devices in conjunction with
Pandora, with audio and display ads encouraging younger consumers to listen to
a branded playlist.
“Over the course of this campaign,
347,000 teens spent an average of 81 minutes per person listening to the
“Pop-Tarts Crazy Good Summer” branded station, and the results show that time
spent with brands translates into meaningful engagement and lifts in offline
sales,” said Heidi Browning, senior vice president of strategic solutions at
Pandora.
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