?From a media perspective, Clorox has a cross device planning framework and we purchase digital media agnostically, so we don't need to think linear vs. mobile - we just need to understand total reach,? said Ellen Liu, senior director of media for The Clorox Company. ?Currently we have approximately 50 to 60 percent of our media in a mobile environment, including display, search and video.

 

?Mobile-driven micro-moments have not only changed the way people consume media, but has significantly impacted the purchase journey,? she said. ?As part of the agreement, we will leverage our partnership with Google to understand what matters to consumers and connect with them in a mobile environment with the most effective mobile creative.?

Clorox will increase its investment in Google platforms for its 2016 fiscal year. Key goals for the strategic partnership include advancing marketing innovation and driving digital measurement. The overarching goal will be to leverage Google to help Clorox better listen and respond to consumers. 

Clorox is looking to address the shift in how consumers shop and buy products, which is being driven by technology such as mobile and is forcing marketers to rethink how they engage with consumers throughout the purchase cycle. 

As mobile use grows, more consumers are connected throughout the day, with their phones serving as a key tool for assisting with a variety of activities, including staying in touch with friends, researching purchases and planning activities. In this new paradigm, old methods of outreach are not as effective and, instead, marketers are looking for ways to connect with consumers during those moments when they are on their smartphones and open to brand messages. 

Clorox views Google, a leader in display, mobile, search and video, as a key partner for helping it navigate these new waters. This will include leveraging Google?s automation tools so Clorox can purchase media programmatically in a real-time bidding environment. 

Clorox is active in mobile marketing and advertising, including with sponsored campaigns on Facebook, mobile-driven shopper marketing, mobile applications and video on apps such as Vine.

?For its 2016 fiscal year, The Clorox Company is deepening its relationship with Google to advance our marketing innovation, drive digital measurement, enhance consumer insights and further digital expertise across the Clorox organization,? Ms. Liu said. ?As the leader in digital technologies and advertising platforms in display, mobile, search and video, Google will fuel our ability to listen and respond to consumers in a faster, more personalized way.

 

?Google will be Clorox?s preferred Demand-side platform, allowing Clorox to gather insights to effectively reach our target consumers across all platforms, including mobile,? she said.