As it looks to reach consumers beyond the living room to all devices, Mondelez International, the parent company of Oreo, Cadbury, Chips Ahoy, Ritz, Triscuit and dozens of other snack brands, is boldly turning to digital video.
n a deal announced this week, the company will rely on TubeMogul’s software to plan, buy and serve digital video ads programmatically.
The investment in digital video marks a dramatic shift for the international giant and signals digital video’s coming of age. Ivelisse Roche, associate director for global media and consumer engagement at Mondelez, told Adweek that the company will spend half its marketing budget on digital by 2016, up from 25 percent today.
To manage the heightened investment, Mondelez will have a dedicated media buying team at MediaVest specializing in programmatic and relying on TubeMogul’s product suite for buying and auditing digital video ads.