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Mondelez Case Study Low MONDELEZ IND IA GET S MOBILE VIDEO RIGHT THROUGH PRIVATE MARKETPLACE ON INMOBI EXCHANGE Mondelez India is a subsidiary of the multinational consumer goods company -Mondelez International. Mondelez creates foods including chocolates, cookies and beverages, and houses a variety of brands such as Cadbury Fuse, Cadbury Bournville, Bournvita and Oreo. Whether grabbing a quick bite, sitting down with family or celebrating with friends, Mondelez is there with the brands consumers know and trust. HIGHLIGHTS CUSTOMER TESTIMONIAL RE ACH TRAN S PARE N C Y ENG AG EMENT “The InMobi Exchange is the perfect platform for brands to get mobile video right on programmatic. As a brand 100% higher consumers know and trust, Viewability than 1.5X Cadbury’s focus on brand Video completion safety is paramount and MILLION 24UNIQUE USERS* industry average* rate as industry InMobi Exchange has standard** guaranteed that. The combination of unique reach, unparalleled video ad Brand-safety experience on SDK-integrated Compliant 2X publishers and transparency MILLION21 UNIQUE higher CTR than have consistently met the VIDEO VIEWS industry average mobile programmatic objectives of Cadbury.” - Cadbury India *users reached in a duration of 15-20 days during May-July ** Source: Moat, July 2018, Asia Pacific THE MONDELEZ MARKETING OBJEC TIVE Mondelez International has been a pioneer in Mondelez aimed to drive awareness of its top brands - Cadbury the marketing and advertising space with its Fuse and Cadbury 5-Star amongst mobile-savvy Indian audiences adoption of digital and mobile. At the same time, Mondelez believes in a more disciplined Mondelez aimed to achieve the following: approach in its marketing and advertising strategy. As a multinational brand with a ü Advertise on ü Ensure ü High presence in India for over six decades, relevant engagement Mondelez’s top marketing priority is to drive brand safe, audience through business impact while safeguarding brand high-quality reach viewable video reputation. Mondelez has brought its global publishers/apps completes best practice of leveraging programmatic as a channel to drive its mobile marketing objectives. THE SOLUTION HOW D I D MONDE LE Z GET MOBI LE VI DE O R IGHT ON P ROGRAMMAT I C? InMobi Exchange was the preferred platform for Doing Mobile Video Right. Through the InMobi Exchange Private Marketplace (PMP), Mondelez could drive mobile video SDK, IN-APP BRAND-SAFETY PREMIUM AUDIENCE campaigns with control, MOBILE VIDEO COMPLIANCE TARGETING VIA precision and at scale. GAMING SDK, IN-APP MOBILE BRAND-SAFETY PREMIUM AUDIENCE VIDEO COMPLIANCE TARGETING VIA GAMING • Accessed premium in-app • Accessed 100% whitelisted • Reached male and female SDK-integrated inventory inventory through audiences in the age across iOS and Android InMobi’s in-house and group of mobile devices third-party brand-safety 18-44 at scale • Drove high completes filters such as DV, IAS, • Leveraged gaming app through an enhanced, Grapeshot, ensuring environment to engage buffer-free experience adherence to brand brand target audience through VAST tag enabled safety guidelines through non-intrusive ad video ads • Independent, third-party experiences • Leveraged mobile-first, 6s viewability measurement videos through Active View • Deployed frequency capping to control/ enhance the user experience and drive higher ROAS THE RESULTS Seamless mobile video ad High brand recall and engagement Complete transparency through experiences through VAST- amongst premium audiences third-party measurement enabled, SDK in-app inventory 1.5x 100% 24 Million higher video completion higher viewability as Unique Users rates than industry measured on Active reached standards View 21 Million 2x High brand-safety Video views higher click through rates compliance driven compared to industry standards .
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