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Issue Date: Vol. 53, No. 6, June 2013, Posted On: 5/30/2013

Mondelez Signs Global 'Mobile Only' Media Deal With Google

Emily Jed
TAGS: vending, snack food marketing, Mondelez International, Inc., Google, mobile only media deal, Oreo, Trident, Mondelez brand, Bonin Bough, Mondelez consumer engagement, Eileen Naughton, Starcom MediaVest

DEERFIELD, IL -- Mondelez International Inc. has signed an agreement with Google that will focus on mobile search, display and websites. The "mobile only" media deal, which aims to drive more impulse sales of Oreo, Trident and other Mondelez brands, is part of the company's commitment to invest 10% of its global marketing budget in mobile applications.

"Mobile is a means to reach consumers where they live and interact," said Bonin Bough, vice-president of global media and consumer engagement at Mondelez. "The phone is the one device that consumers have with them at all times."

By 2016, an estimated 67% of the global population will have a mobile phone and nearly half of the population will have smartphones, according to Mondelez.

The global mobile deal with Google covers 16 countries, from developed markets in North America and Europe to emerging markets in Eastern Europe, Latin America, the Middle East and Asia Pacific. It includes creation of branded mobile websites, training and mobile capability building, analytics and an opportunity to opt into Google's mobile beta programs.

"Mobile devices are transforming consumer behavior and creating countless opportunities for marketers to engage consumers, whether they're on the go, at home, or shopping in a store," said Eileen Naughton, vice-president of global sales at Google. "Mondelez International is one of the first to truly step up with a strategic global mobile deal of this reach and execution."

The deal, effective immediately, will last one year, was brokered by Starcom MediaVest.

Separately, Mondelez announced in April that it had launched seven new mobile pilots for some of its leading gum, candy and cookies brands as part of its Mobile Futures program. | READ STORY

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