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.

Read more: Roy Morgan and Eyeota take consumer segmentation data to global programmatic marketplace

“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

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in