How Mondelez is planning for the multiscreen consumer

Mondelez International (the company formerly known as Kraft Foods) is planning to spend 10% of its media budget on the mobile channel.

How Mondelez is planning for the multiscreen consumer

Geoffrey Precourt Warc

Mondelez has made a commitment to mobile. According to Bonin Bough, VP/global media and consumer engagement at Mondelez International (the company formerly known as Kraft Foods), the company wants to spend 10% of its media budget on the mobile channel.

Bough, speaking at the Association of National Advertisers' (ANA) Mobile Marketing conference, explained why. His key points:

  • The rise of mobile video means gives marketers a powerful way to drive reach.
  • The challenge is marrying up mobile with other channel planning tools.
  • There is a major...

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