• by Gavin O'Malley  @mp_gavin, August 15, 2013

The Kellogg Company on Thursday named BrightRoll as its official digital video ad platform partner.

“We wanted a single partner to help us maximize the impact of our campaigns,” said Bob Arnold, associate director of global digital strategy at Kellogg.

Buying programmatically through the BrightRoll platform should help Kellogg leverage data to automatically buy better audiences, Arnold said. A BrightRoll customer since 2009, Kellogg’s digital ad strategy has evolved from managing campaigns on an individual basis with numerous vendors to becoming single-platform partner-capable. To date, Arnold said BrightRoll has delivered strong results for the company, which includes brands such as Kellogg’s, Keebler, Special K, Pringles, Frosted Flakes and Pop-Tarts.

Working with BrightRoll, Kellogg ads achieved a 37% increase in completion rates, while Kellogg campaigns showed a 24% increase in targeting efficiency, according to Arnold. Kellogg's eCPM decreased by 6%, while the company said it was 40% more efficient in targeting adults.

Specifically, Kellogg found it was 83% more efficient in targeting women; 143% more efficient in targeting kids; and 93% more efficient in targeting moms and dads.

In June, U.S. consumers viewed a record 20 billion video ads, according to comScore. Bested only by Google properties and LiveRail.com, BrightRoll was responsible for 2.4 billion of those ads. That month, time spent watching video ads totaled 7.5 billion minutes, with BrightRoll delivering the highest duration of video ads at 1.2 billion minutes.

BrightRoll says it presently powers digital video advertising for 90% of the top 50 advertisers in the United States, and 170 of the top 20 ad technology companies.

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