Mondelez Strikes Global ‘Mobile-Only’ Media Deal with Google
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Mondelez International has struck a significant mobile media deal with Google covering 16 countries as the marketer looks to drive more impulse purchases of brands such as Oreo and Trident across the globe.
The pact, which Mondelez describes as its first "mobile-only media deal," will cover mobile search, display and websites. Mondelez executives did not disclose financial terms. But the company characterized the deal as a "global strategic agreement" that goes "beyond a traditional media impressions deal," including "creation of branded mobile websites, training and mobile-capability building, analytics and an opportunity to opt in to Google's mobile beta programs."
The arrangement, which will begin immediately and last one year, was brokered by Starcom MediaVest.
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