Mondelez Embraces Programmatic Video; Starcom Researches Programmatic

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Biting Into Programmatic

Mondelez International is adopting a programmatic strategy for video buying through TubeMogul, according to a release. Working with brands like Oreo, Chips Ahoy, Toblerone and Trident, the CPG corporation will target consumers mainly through mobile and Internet videos. “Programmatic fits within the larger digital optimization strategy we’ve been employing for the last year as we shift more media spend to digital, and online video is a major area for growth,” said Mondelez Associate Director for Global Media Ivelisse Roche tells Adweek. Mondelez already allocates about $200 million annually to global marketing, and 25% of that spend goes to digital advertising. Roche estimates that figure will grow to 50% by 2016, the majority of which will be devoted to video. Read more. And, read the release.

Eyeing Automation

Research from Starcom MediaVest Group, which surveyed 120 UK media businesses, found that 62% of participants feel programmatic is crucial for future success. Yet 75% of those surveyed said agencies should aid in helping decomplexify programmatic strategizing. “The results … highlighted the significance of the consumer behaviour of mobility – driven by tech and that it is still considered as undervalued – the significant opportunity for the everyday partnership between clients, agencies and media owners is how we precisely deliver relevant content to the ever-growing mobile consumer,” said Starcom co-CEO Steve Parker. Read more via The Drum.

Partnering For Tech

The Exchange Lab announced on Monday a partnership with MediaMath to that will expand the company’s client access to MediaMath’s technology, The Drum reports. The Exchange Lab’s Chris Dobson will graduate from his role as non-executive direct to his new appointment as executive chairman. Read more.

AutoNavi Charging For Data

AutoNavi, a mapping company recently acquired by Alibaba, announced its monetization strategy at the World Geospatial Developers Conference last week in Beijing. The company will collect transaction-based commissions from the third-party organizations that use AutoNavi’s data, in addition to introducing a data-trading platform service. This marks a pivot for Alibaba, as the e-commerce giant has not taken transaction-based commissions through its various market places until now. Previously, Alibaba relied on in-market advertising for monetization. VentureBeat has the story.

Offline-Online Retargeting

SiteSout, which offers a self-serve platform for programmatic buying, announced a partnership with Aislelabs on Monday. Aislelab’s platform helps retailers with mobile apps retarget in-store visitors on the Web. Through the partnership, retailers can tailor retargeting ads based on in-store consumer behavior for delivery across devices. “The concept of retargeting in-store visitors, once they are online, fills a gap in the market,” said Aislelabs co-founder and CEO Nick Koudas. “We are moving towards a more holistic understanding of customer behavior, enabling retailers to finally close the loop and deliver more effective advertising.” Read the press release.

ComScore’s May Rankings

On Monday, comScore Media Metrix released its rankings for May 2014’s US desktop Web activity. The top ranking went to Google Sites, which showed 190.3 million unique visitors. Yahoo Sites ranked second at 176.3 million and Microsoft Sites followed with 169.8 million visitors. Go here for the rankings.

Indexing Ads

In case you missed it last week, data from ad platform and publisher Owner IQ is being used to create something called the RTB 500. RTB in this case stands for real-time buying… not bidding. New York Times reporter Stuart Elliott describes it as an index that claims “to track in real time the movements in price for ads bought and sold on the websites of 500 publishers.” Read it. More from MediaPost’s Joe Mandese here.

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