Mondelez commits 10% of adspend to online video in Google deal

Mondelez has signed a global ad deal with Google as part of its commitment to investing more marketing spend into digital, and has allocated 10% of its 2014 ad budget to online video.

Mondelez: commits 10% of adspend budget to online video with Google deal
Mondelez: commits 10% of adspend budget to online video with Google deal

The confectionery group, which owns brands including Cadbury and Oreo, said the agreement marked its largest investment in digital media, enabling it to target the 58% of consumers who use online channels, and "close the digital divide".

The company said the deal would see it integrate media buying, creative production, data and analytics into its approach to online video marketing.

As part of the contract, Mondelez has committed to advertising on Google platforms, as well as partnering on content through YouTube’s brand partnership programme.

Bonin Bough, Mondelez International’s vice-president of global media and consumer engagement, said: "We believe video will be a key growth driver for our brands, and programmatic buying will play an important role in accelerating that growth.

Bough said that ploughing more spend into online video would enable it to achieve "higher unduplicated reach" and "significantly increase" its ROI.

"Online video is crucial for our brands as it enables us to achieve higher unduplicated reach and ROI.

"By shifting more of our spending to online video, we'll significantly increase our ROI and this will help fuel growth for our power brands."