Mondelez International is going on a digital-marketing binge as the maker of Oreo and Trident finds a better return on investment online than from TV ads, executives said today at a financial conference.
The company's goal is to grow mobile and digital from about a quarter of its media budget to more than half of all spending by 2016, Mark Clouse, the company's North American president said at the annual meeting of the Consumer Analyst Group of New York, held in Boca Raton, Fla. "Digital programming has proven to drive twice the ROI of traditional TV advertising," he said.
Mondelez spent $198.7 million on measured media in 2012, the latest full year available from Kantar Media. Mondelez has been particularly aggressive on Twitter, including inking a deal late last year with the social media company to deliver "real-time marketing solutions."