Mondelez marketing chief says less TV, more digital
For decades advertisers have relied heavily on television commercials to sell their products to the masses. But as consumers’ TV-viewing habits change, thanks in part to the growth of the Web and the rise of smartphones, companies are looking for new ingredients to add to their advertising formulae.
The owner of well-known brands such as Oreo cookies, Cadbury chocolates and Ritz crackers is embracing a wide range of newer approaches from spending big on digital channels to using technologies such as holograms in store aisles. At the same time, it has reduced its TV ad spending in the U.S. almost 50% from five years ago, according to ad-tracker Kantar Media.
Source: The Wall Street Journal