Mondelez announces its largest ever digital media deal with YouTube

Snack food giant Mondelez International recently announced that it had entered a global agreement with YouTube as part of its plan for increased digital media spending.

Mondelez has committed to shifting 10% of its ad budgets to online video in 2014, and the YouTube agreement is officially its largest ever when it comes to digital media.

“We believe video will be a key growth driver for our brands, and programmatic buying will play an important role in accelerating that growth,” said  Bonin Bough , vice president of global media and consumer engagement at Mondelez International. “Today, 58 percent of consumers turn to digital platforms for their daily media consumption. 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.’

While this looks like a big competitive win for Google, it should be noted that Mondelez also struck a similar, if smaller deal with Google’s arch ad rival Facebook back in March, spanning 52 countries.

For more insight into Mondelez’s digital media plans, check out these five budget campaigns the company ran with outsize returns.