Kellogg’s launches VOD campaign to promote Optivita brand

Kellogg’s has launched its first video-on-demand ad campaign across short-form video content, to promote its Optivita brand.

The campaign, planned by median agency Carat, will run across video content on Web TV Enterprise’s network of publisher channels, as well as across AOL, Spot Exchange and VideoJug.

It targets women’s sites including iVillage, Marie Claire, Good To Know, Good Food and What’s on TV.

The brand will be promoted in 20-second pre-roll ads featuring celebrity chef Aldo Zilli.

Kellogg’s has previously run online video campaigns across broadcasters’ channels, but is now looking to trial further content environments.

Irene Evans, Optivita brand manager, said, “We’ve looked to test additional channels to TV that offer a relevant environment and the opportunity to further showcase the TV creative.”

Jamie Estrin, MD of Web TV Enterprise, said, “The Kellogg’s campaign shows the potential for traditional advertisers to extend the reach of their TV campaigns to millions of internet users engaging on a daily basis with high-quality short-form web content.”

Last month Kellogg’s announced it would launch a Europe-wide agency review as part of a significant increase in online investment, including the establishment of a venture capital developer fund.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here