How global snacking company Mondelēz mixes media formats to drive ROI on YouTube

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- How can you not want to work for a company

who makes Oreo cookies and Cadbury chocolate?

They're fun brands

that bring fun and excitement

to families around the world.

So, Mondelēz is one

of the largest snacking companies around the globe.

And our mission is to make sure

that we are connecting consumers to the brands

for the right moment for themselves and their family.

As Mondelēz matures,

we need to tap into younger audiences.

We need to bring that emotion

that maybe their mother

or their grandfather had with the brands.

Back in the day,

it was very easy to connect to consumers on a mass scale.

You run a television spot.

And you're able to reach the masses.

Paid media is constantly evolving.

Not just for Mondelēz.

For all advertisers.

And as consumer media habits shift

from more traditional to digital,

we have to modernize our approach.

YouTube allows us not only to

generate large reach and scale,

on top of reach we're able to utilize

the data signals within Google's platform

to really connect more with our consumer audience.

What we have found,

is that mixing multiple ad formats,

not only drives efficiency,

but it drives effectiveness

and has truly driven business performance.

Because we're able to take learnings from one market,

we're very quickly able to drive impact around the globe.

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- Really the two formats that stood out for us,

in particular,

were "Home Feed" and "TrueView" for reach.

Incorporating these two formats into our mix,

we've seen a 29% uplift in overall digital effectiveness,

as well as a 52% year-on-year increase in our YouTube ROI.

- As we look across our immediate ecosystem,

Google,

and specifically YouTube,

is one of our core partners.

We have seen our ROI increase over 200% globally

across the YouTube platform.

And it allows us to create

both short-term and long-term business success.

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