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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Latest Podcast

More podcasts

Sign in