Kellanova — the owner of Kellogg’s, Pringles and Pop-Tarts — is the latest firm to turn to AI tech to tune up its creative marketing efforts, Digiday has learned.
Kellanova has been working with creative technology firm Vidmob and industry association MMA Global to measure the effectiveness of creative deployed on Meta ad units, using an AI-enabled solution to better understand which of its creative assets caught the eyes of consumers and which went under the radar.
It’s now using the findings to tighten up its creative production — and alter its commercial relationships with creative agencies.
The project is the latest example of a major advertiser using AI to operationalize the creative side of its marketing efforts. While Unilever and Kimberly-Clark have pioneered time and cost-saving initiatives, Kellanova’s executives are using the tech to pursue a solution to the age-old Wanamaker problem.
“AI is not just an efficiency unlock, it’s an effectiveness unlock,” said Nicole Vinson, vp, global digital, media and omni-shopper experience at Kellanova.
To read the full article visit: https://digiday.com/marketing/behind-kellanovas-ai-powered-push-to-improve-creative-and-alter-agency-fees/