Kellogg’s and Bob Arnold, their Director of Global Digital Strategy, have been getting a lot of coverage about how they use programmatic buying for branding. According to Arnold, programmatic buying has been a homerun success for Kellogg. He detailed a few important things to know for success within the space.

Measure for Success 
Programmatic buying often allows for constant adjustment of campaigns, letting advertisers tweak strategy for maximum efficiency and effectiveness. This means that good metrics and measuring techniques are key: you’ve got to be able to adjust and adapt.

Communicate 
Constant communication with your partners: since success with programmatic buying relies heavily on constant adjustment, pay attention to your metrics and keep talking to your team for the best results.

Bad Creative, Bad Ad 
Arnold believes that good advertising serves only to amplify a good creative and increase viewership. It’s about the right message for the right person, at the right time.

These three points are good to stick to, and they help serve the idea that programmatic requires attention. If you want to thrive, you have to pay attention to each aspect. If you do, you may see the success that Kelloggs did: 5x increase in ROI, 2x increase in precision targeting, and eCPMs cut in half.

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