Mondelez and TubeMogul strike programmatic video advertising partnership

The new global agreement will help the owner of the Cadbury and Oreo brands improve media reach and optimise its video advertising

Cadbury and Oreo parent company, Mondelez International, has struck a global partnership with TubeMogul to utilise its programmatic video technology to improve its online video advertising strategy.

Under the arrangement, Mondelez’s media buying agency, MediaVest, will work with TubeMogul on media planning, buying and ad serving. To do this, it will use the vendor’s full range of products including the BrandPoint tool, which is designed to buy digital video advertising on a gross rating point basis.

Media bought outside of TubeMogul’s platform will be served and audited by the vendor.

TubeMogul will also establish a programmatic media buying team at MediaVest’s North American office. Mondelez will start programmatic video in the US and Canada but said it has the potential to expand to additional marketing including Asia, the Middle East, Eastern Europe and Africa.

In a statement, Mondelez vice-president of global media and consumer engagement, Bonin Bough, said the partnership will allow it to improve video effectiveness.

“As a company, we’re aiming to shift more media spending to digital and online video is a key part of that,” he said. “Through TubeMogul, we gain unparalleled transparency in both delivery and pricing. And with MediaVest as a partner, we can leverage our existing infrastructure and expertise while having close proximity between our programmatic and traditional approaches.”

Related: Reports highlight rise and challenges of programmatic video advertising
IAB launches video advertising advisory council

In a video marking the new partnership, Bough commented that video consumption was rising, driven by consumption across multiple screens. Yet at the same time, engagement rates are down on TV commercials, meaning brands hit a diminished return much earlier. This has decreased Mondelez’s effective reach.

The way to get that back is through video, he said.

“Video has been powerful since the invention of the motion picture and television, because it has the ability to create resonance with people in a uniquely emotional way,” Bough said. “The addition of video [in marketing] is so humungous because it allows us to gain back media reach.”

Bough also saw programmatic changing the way brands need to consume media.

“We’re entering into a world of real-time buying,” he said. “The automation of media buying in general is transforming the way media is bought.

“TubeMogul has changed the way I’ve thought about video for a long time.”

More on Mondelez

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Read more: UK digital marketing tech company opens in Australia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in