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03/04/2021

Behind the Tech: Mondelez Boosts Media Campaign Performance

Alarice Rajagopal
Senior Editor
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Jennifer Brain-Mennes is ‎director of Global Media Strategy & Planning, Americas CX lead at Mondelez International

Measuring and optimizing media performance is not an easy task, especially as data privacy regulations continue to tighten. For snack food giant Mondelez International, keeping up with the various campaigns for its snacks in the over 150 countries it operates in is an even greater challenge.

That is why it decided to start by tapping into its longstanding relationship with DoubleVerify (DV), a software platform for digital media measurement data and analytics.

“They enable us to protect brand equity and reduce media waste by ensuring that our ads are placed alongside fraud-free, brand suitable, and viewable media,” Jennifer Brain-Mennes, ‎director of Global Media Strategy & Planning, Americas CX lead at Mondelez International, tells CGT.

In fact, two years ago, Mondelez implemented DV’s pre-bid brand safety targeting to reduce programmatic waste, saving over $250,000, while ensuring its campaigns appeared in suitable, premium environments.

“With that history of trust and success, we were eager to leverage DV’s Authentic Attention to go beyond quality measurement and protection and into enhancing our performance measurement efforts,” Brain-Mennes says.

Right away during the early access program period, Mondelez was impressed by the platform’s ability to provide timely, comprehensive data that drives campaign performance and optimization — from the impact of an ad’s presentation to key dimensions of consumer engagement. It analyzes over 50 data points across exposure and engagement, all in a privacy compliant way.

“This is incredibly important as privacy concerns and regulations change the way advertisers target and measure performance,” Brain-Mennes adds.

The snack food manufacturer also learned some key lessons around ad exposure using the new platform. The technology evaluates an ad’s presentation, quantifying its intensity and prominence through metrics like viewable time, share of screen, video presentation, audibility, and more.

“When we used it on a cross-channel display campaign for one of our popular snack brands, we found that high-exposure impressions were incredibly valuable for our campaigns, correlating with increases across key metrics. This includes a 9-percentage point increase in favorability overall, an 8-point lift in consideration overall, and a 5-point boost in purchase intent with our primary demographic,” explains Brain-Mennes.

And while the factors for each campaign’s success vary from brand to brand, Brain-Mennes says that the insights gleaned on high-exposure impressions can be applicable to future campaigns across the Mondelez portfolio. It provides a clear view into exactly which impressions are driving performance. That view can then extend to all campaigns, from brand-building efforts to acquisition-focused campaigns.

In fact, Brain-Mennes says the new insights derived were “eye-opening and we want to start scaling this approach across all brands and all campaigns.”