Good-Loop platform delivers up to 100% higher ad engagement whilst letting consumers donate Nestl\u00e9\u2019s media budget to good causes. KITKAT will run its first ad today on the ethical ad platform \u2018Good-Loop\u2019, creating a means for people to donate part of the brand\u2019s media budget to the Nestl\u00e9 Cocoa Plan, in return for 15 seconds of their attention. From Monday, the \u2018Time Traveller\u2019 KITKAT Senses ad will be distributed programmatically through Good-Loop\u2019s ethical ad player, delivering what Good-Loop describe as \u2018double the ad engagement level for the same price as any other premium video view.\u2019 Viewers who choose to watch the ad then unlock a free donation from KITKAT, which they can choose to direct towards the purchase of vegetable growing kits, solar chargers or school kits for beneficiaries within the Nestl\u00e9 Cocoa Plan initiative. Good-Loop believes the only way to make online advertising sustainable long term is to positively involve the consumer. This means allowing people to opt-in to advertising rather than have it forced upon them. Founder Amy Williams commented,\u00a0\u201cIt\u2019s truly exciting to welcome KITKAT to our platform. Following this year\u2019s Cambridge Analytica \/Facebook furore, people are\u00a0increasingly aware of their inherent value\u00a0as a consumer and as a data point. Their time, attention and data are valuable and many feel they deserve a fairer value exchange in the whole process of advertising and digital targeting. It\u2019s inspiring to see big brands embrace this reality and harness that value it in a way that supports good causes like the\u00a0Nestl\u00e9 Cocoa Plan.\u201d Florence Audoyer, Global Strategic Marketing & Communication lead \u2013 KITKAT, added \u201cWe are very excited to collaborate with Good-Loop to test a new advertising format where consumers choose to watch our advertising in exchange for a donation. Viewers will have the option of donating to one of three selected projects (School kits, Vegetable-Growing Kits, Solar Charger) demonstrating NESTLE\u2019s wider commitment to supporting sustainable cocoa farming\u201d While Nestl\u00e9 is not the first big brand to choose to advertise using this new technology-for-good (funky cleaning product company \u2018method\u2019 launched their own\u00a0\u2018Look Good, Do Better\u2019 campaign via Good-Loop\u00a0last week), Monday is the first time that viewers of the ad will be able to see a\u00a0live donation tracker\u00a0showing how much money has been raised.