Deerfield,IL — Mondelez International, Inc. is partnering with Google in a global mobile media initiative focused on search functions, display and websites.
“Consumers spend more than 23 percent of their daily media consumption time with mobile, but marketers allocate less than one percent of their overall budget to this medium,” Mondelez’s Richard Buino tells Candy & Snack TODAY. “In fact, mobile is quickly surpassing TV as the main consumer touch point. There's a major disparity between consumer usage of mobile and where marketing organizations are putting their ad dollars.”
Part of its commitment to invest 10 percent of its global marketing budget in mobile programs, Mondelez says the deal includes creation of branded mobile websites, training and mobile capability building, analytics and an opportunity to opt in to Google's mobile beta programs.
“The phone is the one device that consumers have with them at all times. By 2016, 67 percent of the global population will have a mobile phone and nearly half will have smartphones,” Mondelez Vice-President of Global Media and Consumer Engagement Bonin Bough says. “Our goal is to become one of the top mobile marketers in the world and this provides us with a competitive advantage, particularly in fast-growing emerging markets.”
In conjunction with Starcom MediaVest, the global program will cover 16 countries.
“Mondelez is one of the first to truly step up with a strategic global mobile deal of this reach and execution,” Google Vice-President of Global Sales Eileen Naughton says.