Candy giant Mondelez International, which announced it would be shifting budgets to digital in June, says it is making a “substantial global advertising commitment” with Google’s YouTube.
This summer, Oreo’s parent company said it will spend half of its marketing budget on digital media by 2016. With this news, the company revealed it will move 10 percent of its ad budgets to online video this year.
While specific investment levels weren’t shared, the Google deal is apparently larger than the June deal Mondelez struck with Facebook in March, or TubeMogul in June.
Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelez International said:
“This new agreement is our largest in digital media so far, further solidifying our position as a digital pioneer. It showcases a cutting-edge approach to video that will make media buying, creative production, data and analytics work together in real time and at a fraction of the cost.”
The two companies are partnering on content pilots through YouTube’s Brand Partner Program. The first, “featuring influential digital stars,” will be for Sour Patch Kids. The content is being created with media company Fullscreen and will show in the U.S. Starcom MediaVest helped broker the partnership, which covers markets in North America and Europe and emerging markets in Eastern Europe, Latin America, the Middle East and Asia Pacific.
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