NEW YORK/CANNES: Mondelez International, the snacks manufacturer, is pursuing a media monetisation strategy which aims to create marketing content that consumers will actually "pay to watch".
Dana Anderson, SVP/CMO of Mondelez International – the owner of brands such as Oreo cookies, Honey Maid graham crackers and Trident gum – discussed this topic at the 2016 Cannes Lions International Festival of Creativity.
"The thought is: If we like to make ads that we think are so wonderful and people would like to watch, why don't people have to pay to watch? Can you make content that's great enough for somebody to pay to watch?" she said. (For more, including further strategic details, read Warc's report: Mondelez International drives "fearless" marketing innovation.)
One motivation behind this approach is that many consumers, and especially millennials, are moving away from TV, thus reducing the visibility of 15- and 30-second spots.
In turn, that trend is causing an increase in the complexity and the cost of aggregating significant audiences in the traditional way.
As a response, Mondelez has established a media monetisation model with a target that 10% of its media investment should break even or make a profit by 2020.
As an initial step in this direction, Stride gum is marking the launch of its "Mad Intense" gum through supporting an effort by skydiver Luke Aikins to leap from a plane at 25,000 feet without a parachute, landing on what is effectively a giant trampoline.
Mondelez is serving as an executive producer of the 60-minute content play. It will air live on Fox – as well as a range of other broadcast, digital-streaming properties and pay-per-view platforms worldwide – on 30 July 2016.
"This is our first attempt at content monetisation," Anderson said. "Stride went all in. They put everything they had to the middle of the pile to do this."
As a further sign of its commitment driving a return from its media investment, Mondelez also appointed Laura Henderson as Global Head of Content & Media Monetization – a newly-created role – in June 2015.
Data sourced from Warc