How Mondelez is planning for the multiscreen consumer

Geoffrey Precourt

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 opportunity to run mobile and TV activity simultaneously.
  • Mobile also plays a role as a driver of impulse purchases.

Mobile multitasking

Bough prefaced his remarks with the following cartoon. A management team sits around a table. The head of the table says, "I think we need a mobile strategy." All 11 participants look up from their tablets and smartphones and, in a single voice ask, "Sorry. Did you day something?"