Mondelēz International signs global deal with Google to accelerate investment in online video
Mondelēz International has inked a global deal with Google, which will see the snacking powerhouse invest more in digital video.
As well as advertising, the partnership will cover content pilots through YouTube’s Brand Partner Program, with Mondelēz piloting this new model of high-quality, low-cost video content featuring influential digital stars with Sour Patch Kids in the US.
Mondelēz has committed to shifting 10 per cent of its ad budgets to online video in 2014, as part of its plan to invest more of its media spending into digital.
“We believe video will be a key growth driver for our brands, and programmatic buying will play an important role in accelerating that growth,” said Bonin Bough, vice president of global media and consumer engagement at Mondelēz International. “Today, 58 per cent of consumers turn to digital platforms for their daily media consumption. Although we’ve adjusted our media spending to reflect that behaviour, there’s still a gap. The deal with Google will enable us to close that ‘digital divide.’
“This new agreement is our largest in digital media so far, further solidifying our position as a digital pioneer. It showcases a cutting-edge approach to video that will make media buying, creative production, data and analytics work together in real time and at a fraction of the cost.”
A substantial global upfront advertising commitment forms part of the agreement, which was brokered in conjunction with Starcom MediaVest.
“We're inspired by the caliber of creative work that brands are creating on YouTube,” said Lucas Watson, vice president of global brand solutions, Google. “This agreement represents a significant commitment for our companies to accelerate digital brand building and we’re excited to partner with Mondelēz International on this work.”