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.

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