Most people are no longer sticking to just one screen. According to YouGov's "State of US Media Consumption in 2025" report, 70 percent of Americans say they scroll through social media while listening to music and consuming other content, such as watching TV. Women are more likely than men, and the habit is even stronger among Millennials, where it climbs to 8 in 10.
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.