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Brand of the Week: The Kraft Heinz Company

April 28 2017 by Jordan Kramer
For as large of a company as Kraft Heinz is - with revenues exceeding $4.4B per quarter - the advertiser spends the majority of their digital budget on display advertising. In the last thirty days alone, 89% of The Kraft Heinz Company’s digital budget was invested across an average of 150 desktop sites per day. Mobile web and desktop video placements consumed the last of the brand’s digital budget. 
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Considering the value of desktop/display advertising to Kraft Heinz, this week’s Brand of the Week Report unveils their display strategy. Understand which partners the advertiser is using to place programmatic buys, the sites they are targeting, and the creatives they are running. Read on for more insights and download the full report here.

Just before the 2017 Super Bowl, Kraft Heinz raised their mobile investment but display still reigns as the top channel for the advertiser for the year. Since January 1st, nearly 70% of the brand’s digital spend has been on desktop placements. DSP Turn, the top adtech partner for the advertiser, has received 29% of the Kraft Heinz’s digital dollars across channels in 2017, returning 67% of the brand’s digital impressions. 
Over the last thirty days on display, that number is even higher with Turn taking in 56% of the brand’s spend across the device-type. The DSP assists Kraft Heinz in targeting top sites eBay, Yahoo!, and MSN programmatically, while buys on top site AOL are split between direct deals and placements through Turn. AOL is the largest site target for the brand on desktop, eating up 41% of the brand’s budget and producing 39% of the advertiser’s display impressions.
Comparing Kraft Heinz to competitor Hormel Foods, we see 58% of Hormel’s digital spend went to desktop in the last thirty days. Desktop video placements received 23% of the brand’s budget, while mobile followed with 20% spend share.
As for impressions, display is generating 75% of Hormel’s digital impressions across an average of 65 sites per day. Hormel has favored direct buys in the last thirty days, accounting for 53% of their total spend. Ad network BlogHer is the top display partner for the brand, assisting Hormel in targeting top site SheKnows.


Kraft Heinz's Digital Advertising Plan

Download the full display report for Kraft Heinz to see how their entire strategy stacks up. It’s like spying on their plan with spend and impression data, top sites, creatives, and ad tech partners.
Download The Brand of the Week Report

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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