An online campaign for new Kellogg Eggo products French Toast Waffles and Mini Muffin Tops, with creative by Publicis shop Leo Burnett, is being paid for in a novel way. Rather than pay for CPMs, media shop Starcom arranged for the marketer to compensate publishers based on cost per interaction. Chris O'Connor, a Kellogg brand manager, said: "From a brand perspective, moving from impressions to interaction is an accountability issue. I am going to know how hard my dollars are working for me."

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