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The Owner Of Oreos Just Signed A Huge Deal With Google That Will Terrify TV Broadcasters

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  1. CatfishRivers

    CatfishRivers Well-Known Member

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    Mondelez YouTube Deal Sees Ad Dollars Move Away From TV - Business Insider (click for full article)

    The Owner Of Oreos Just Signed A Huge Deal With Google That Will Terrify TV Broadcasters

    by LARA O'REILLY - OCT. 1, 2014

    -- Mondelez International, the giant international food company formerly known as Kraft, has signed a huge upfront global advertising deal with Google that will see it commit to spending millions of dollars with the search giant on online video.

    Mondelez, which owns brands like Oreo, Cadbury, and Trident, would not reveal the exact size of the multiyear global agreement, but a spokeswoman confirmed it was the company’s biggest digital media deal ever.

    That means it outstrips the size of the then-major (and perhaps still pretty major) global media deal the confectionery company formed with Facebook in March.

    The Google deal forms part of Mondelez’s ambitious commitment to spend 10% of its total advertising budget on online video this year. That’s a big bet considering most packaged goods brands spend most of their budgets on TV, and online video is still an emerging advertising medium.

    The sheer scale of this deal — and Mondelez’s other previously stated aim to plug half of its media budget into digital advertising by 2016 after saying it drives “twice” the return of traditional TV advertising — will surely be striking fear directly to the hearts of broadcasters, who may be worrying which other huge brands will follow the candy-maker’s lead online.

    See more at: Mondelez YouTube Deal Sees Ad Dollars Move Away From TV - Business Insider
     
    Last edited: Oct 3, 2014

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