Mondelez Strikes Global Video Ad Deal With Google

Pact Includes Content Pilots

By Published on .

Sour Patch Kids gum
Sour Patch Kids gum

Candy and snacks giant Mondelez International has agreed to a "substantial global advertising commitment" with Google as part of a new deal focused on online video.

As part of the arrangement, Mondelez and Google will partner on content pilots through Youtube's brand partner program. "Together with global youth media company Fullscreen, Mondelez International is piloting this new model of high-quality, low-cost video content featuring influential digital stars with Sour Patch Kids in the U.S. and is evaluating expanding the approach across brands and geographies," Mondelez said in a statement.

The marketer said the deal is part of its goal to dedicate 10% of its global ad budget to online video in 2014. Terms of the deal, including dollar value, were not disclosed.

Mondelez spends about $200 million annually on measured media in the U.S., according to Kantar Media.

"Today, 58% of consumers turn to digital platforms for their daily media consumption. Although we've adjusted our media spending to reflect that behavior, there's still a gap. The deal with Google will enable us to close that digital divide," said Bonin Bough, VP of global media and consumer engagement at Mondelez, in a statement.

Lucas Watson, VP of global brand solutions for Google said: "This agreement represents a significant commitment for our companies to accelerate digital brand building, and we're excited to partner with Mondelez International on this work."

The deal with Google follows a pact with Facebook, in which the snacks and candy giant crafted a "global strategic partnership" with the social network. At the time, Mondelez said it would put Facebook at "the core of our media investment plans." That deal was announced in March.

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