Finding the sweet spot
Snacks maker Mondelez’s recent announcement of a partnership
with Google to drive more online video content will additionally work with
YouTube’s Brand Partner Program to pilot a new model of content featuring
digital stars with Sour Patch Kids.
Its efforts will be low in cost but will feature
high-quality elements. The move by Mondelez shows the brand’s dedication to its
investment in online video. Globally, the company has committed to shifting 10
percent of its ad budgets to online video in 2014.
The brand trusts video and programmatic buying to drive the
promotion of its products. Meanwhile, Google is inspired by the work that
brands are creating on YouTube and will help Mondelez also achieve these same
goals.
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