Mondelez International, the snack food maker for brands such as Oreo, Nabisco, Cadbury and others, is making its first foray into the world of video marketing through a new partnership with Google. This partnership will be the largest digital media-related deal Mondelez has made in its history.
The Chicago Tribune reports that the Deerfield-based Mondelez intends to boost its brands’ visibility by shifting 10% of its advertising budget over to video content intended for a web audience by the end of the year.
“Today, 58% of consumers turn to digital platforms for their daily media consumption,” Bonin Bough, Mondelez’s vice president of global media and consumer engagement, told the Chicago Tribune. “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.'”
The advantages of creating online videos have been proven in numerous studies. A Marketing Charts study has found that 60% of consumers on the Internet will watch videos on products before making a purchase. In addition, people are statistically more inclined to view video than read text content — while 20% of people will read a text-based article, an amazing 80% of people will watch a video that contains the same information.
According to BidnessEtc.com, the partnership with Google will allow the snack food maker to take advantage of Google’s expertise with digital marketing and video production, and will give Mondelez a vital outlet for its videos on Google-owned YouTube though Google’s “Brand Partner” direct advertising commitment program.
Mondelez and Google’s new team-up promises to connect the Mondelez brands to consumers at a faster, more effective rate than ever before. And when YouTube boasts more than four billion video views per day, it’s almost guaranteed you will be seeing a video advertisement for one of those brands in the near future.