Mondelez dips into programmatic advertising with TubeMogul
Michelle Clancy | 17 June 2014
TubeMogul has announced a global online video partnership with Mondelez International, maker of Oreos and a range of other snacks. The partnership aims at optimising Mondelez International's online video advertising strategy – including media planning, buying and ad serving, using TubeMogul's software.
Mondelez will use TubeMogul's full product suite for media buying, including BrandPoint, a tool for accurately buying digital video on a gross rating point (GRP) basis. Media bought through alternate channels will be served and audited for viewability by TubeMogul.
Mondelez will debut the use of the software in the Canada and United States, with potential expansion to additional markets in Africa, Asia, Eastern Europe and the Middle East.
The deal reflects the growing trend of utilising programmatic buying to improve online video effectiveness. The company will establish a programmatic media buying team at MediaVest, Mondelez International's media agency of record for North America.
"We're very excited about the partnership with TubeMogul because it allows us to improve our video effectiveness. As a company, we're aiming to shift more media spending to digital and online video is a key part of that," said Bonin Bough, vice president of global media and consumer engagement at Mondelez. "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."