Mondelez International, the parent company of dozens of different snack food brands including Oreo, Ritz, Cheese Nips, has recently finalized a deal with TubeMogul to handle their digital marketing. With this move, they will be spending 50% of their total marketing budget on digital advertising by 2016, up from 25% today.
The international company is looking to capitalize on the ability to target specific customers with the right ads, at the right time. By partnering with TubeMogul they will have access to advanced software that will help buy and serve their full lineup of digital video ads in real time.
They will also have a dedicated media buying team at MediaVest specializing in the programmatic buying of all types of digital ads. This team will rely on TubeMogul’s high end suite for the data used to make real time ad purchase decisions.
According to Bonin Bough, VP of global media and consumer engagement at Mondelez, “As a company, we’re aiming to shift more media spending to digital and online video is a key part of that. Through TubeMogul, we gain unparalleled transparency in both delivery and pricing. And with Media Vest as a partner, we can leverage our existing infrastructure and expertise while having close proximity between our programmatic and traditional approaches.”
This significant move by Mondelez International is just one of many across virtually all types of businesses. TubeMogul has recently reported that digital ad auctions have gone up by 350 percent over the first quarter of 2014. This is due in large part to the rapidly growing popularity of watching video on smart phones, tablets and other mobile devices.