Dive Brief:
- Mondelez, maker of Oreo and Trident, has announced goals to grow its digital spend from the current 25% of its media budget to over half by 2016. It spent $198.7 million on digital in 2012.
- According to Mondelez North American president Mark Clouse, the company saw twice the return on investment from digital over TV advertising.
- Mondelez has seen real success in digital marketing with the Oreo brand — Clouse says the brand has seen double-digit growth two years in a row — and is now applying those tactics to struggling brands like Trident.
Dive Insight:
Despite the evidence that digital is the direction the industry is going, TV still pulls in more ad dollars. A major brand like Mondalez stepping up and providing data to prove that digital offers a better ROI gives power to the industry's move to digital. In particular, the fact that the Oreo brand is experiencing impressive growth after some high-profile digital work supports that digital is worth the investment.
