Mondelez: We would welcome a bit of ad-blocking

Mondelez International, one of the world's biggest consumer-goods companies, has said it is not worried about ad-blocking and it might even "welcome" it.

Mondelez, which owns Cadbury [above], says ad-blocking isn't having much of an effect on the company
Mondelez, which owns Cadbury [above], says ad-blocking isn't having much of an effect on the company

Matt Stockbridge, the analytics manager at Mondelez, told the Newsworks’ Shift 2016 conference today that the maker of Cadburys' Dairy Milk and Crème Eggs did not fear ad-blocking. 

Asking rhetorically if it was having an effect, he told the audience: "No, not really."

Although Stockbridge acknowledged ad-blocking is a problem for the wider industry, he felt that Mondelez’s brands could flourish because "we are trying to create content that people want to interact with" and share on social media. "Most of the time, we are talking about chocolate. How difficult can it be?"

He added: "It might not be a very popular view, but we’d probably welcome a bit of ad-blocking if the content we are creating then rises up to the surface and all that horrible stuff stays lower, so we get bigger share of voice or face."

Stockbridge said he thought ad-blocking would drop down the agenda in due course as the industry found ways to manage the problem.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The Remain campaign ads that got away
Share

1 The Remain campaign ads that got away

Several of the agencies involved in the Stronger In campaign for the EU referendum have shared some ad executions that never saw the light of day.

Brexit reaction: Ad industry rocked by UK vote to leave EU
Shares0
Share

1 Brexit reaction: Ad industry rocked by UK vote to leave EU

Senior figures from across the UK's advertising industry have reacted with shock and dismay after the country voted to leave the European Union.

Just published