Mondelez signs mobile deal with Google

- Last updated on GMT

Mobile engagement rates are four times greater than traditional media, says Mondelez
Mobile engagement rates are four times greater than traditional media, says Mondelez

Related tags: Mobile phone

Mondelez International has reached an agreement with Google to boost its presence on mobile platforms.

The partnership will focus on mobile search, mobile display and mobile websites.

Bonin Bough, vice president of global media and consumer engagement at Mondelez, said: "The phone is the one device that consumers have with them at all times.”

“By 2016, 67% of the global population will have a mobile phone and nearly half of the population will have smartphones. This is driving us to think differently about consumer engagement.

Beth Reilly, head of global digital strategy at the firm, added: “As we look at mobile as a pure media platform, we're seeing engagement rates that are sometimes four times greater than traditional display.”

The deal with Google covers 16 countries but will concentrate on BRIC markets. It forms part of Mondelez’s commitment to invest 10% of its global marketing budget into mobile initiatives.

Related topics: Manufacturers, Confectionery

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