How Pop-Tarts Dramatically Improved ROI With Pandora Ads

Smarter data targeting was key

How many mobile ads can actually be attributed to a store purchase? Most brands probably don't know, but Kellogg at least has a bit of data on how its promos move boxes of Pop-Tarts off shelves.

After running smartphone, tablet and desktop ads that promoted Pop-Tarts' sponsorship of the Crazy Good Summer concert on Pandora last summer, the brand analyzed retailers' sales data afterwards to see if people who saw the promo added the breakfast food to their grocery carts.

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