Mondelez is targeting specific audiences for its Oreo and Ritz brands in real-time around the Super Bowl in what it claims is the first time an advertiser has programmatically bought inventory around the event.
Two 15-second sport for each snack will air regionally on Sunday (1 February) in Erie, Pennsylvania.
It has been bought through a partnership between TubeMogul, the first fruit to bear from the deal the pair inked last year, and WideOrbit. TubeMogul’s video buying software has been matched with broadcaster inventory from WideOrbit’s WO Programmatic–TV online marketplace.
“We continuously look for new ways to experiment and collaborate with our creative and media partners,” explained Janda Lukin, senior director Oreo North America. “We’re thrilled to give our new ‘Play with Oreo campaign additional visibility through this exciting new channel.”
This is the start of Mondelez moving into programmatic in a big way after it committed 10 per cent of its 2014 ad budget to online video. The confectionary giant has a global deal with Google to further accelerate its video offering across platforms such as YouTube and Google+.
Last year, VP of media and consumer engagement Bonin Bough predicted that Mondelez would move quickly into buying TV programmatically.
“TV is probably going to be traded on digital exchanges sooner and more rapidly than digital itself was – everything will be programmatic buying,” he said.