Mondelēz Leans Into Connected TV Personalization

Lisa Johnston
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philadelphia cream cheese
The technology boosted ad recall rise by 29% and view-through rates on YouTube by 38% for Mondelēz's Philadelphia Cream Cheese brand.

Mondelēz International continues to invest in its advertising personalization capabilities across all channels.  

The snack giant is extending its partnership with Innovid, a connected TV advertising delivery and measurement provider, to leverage its Dynamic Creative Optimization (DCO) technology to boost campaign efficiency and performance.

DCO is designed to automatically create an optimal ad for each screen across all media types, while enabling consumer goods companies to utilize privacy-compliant first- and third-party datasets to generate thousands of personalized ad versions from one creative asset.

These datasets include such things as weather, geography, date/time, audience, frequency, sequencing, publisher data, retargeting, and ISP.  

In a recent webinar with CGT, Thomas Beetschen, global director of consumer experiences, technologies, and services at Mondelēz, noted  TV’s shifting role during the pandemic and how the company is adjusting its strategies as a result. This also includes managing campaign performance across platforms, including YouTube and social media, to optimize communication with consumers.  

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“A lot of the things we do is to make sure it’s going to be just right,” said Beetschen. “It's about managing the performance of the platforms … [and] making sure we actually go and buy in the right place, position in the right place, put the right formats, etc. We've talked about the creative being in the right and best fit for purpose for each of those platforms. We're starting to work around segmentation and groups of consumers to understand what those groups of consumers are.”

Mondelēz previously leveraged DCO to deliver dynamic creative in EMEA and LATAM, displaying tailored messaging across various touchpoints for its Philadelphia Cream Cheese brand. The company developed 37 experiences across five platforms, according to Innovid, increasing ad recall rise by 29% and view-through rates on YouTube by 38%.

The No. 20 consumer goods company will now also use the technology in the U.S. and APAC, including with connected TV, social media, and digital-out-of-home (DOOH) media. 

The idea of marrying empathy with personalization is a common thread throughout Mondelēz's sales and marketing strategies, and Jon Halvorson global VP, consumer experience at Mondelēz (and a 2021 CGT Visionary), pointed to this theme in a statement announcing the Innovid partnership.

“Now, we can further that success across new markets, ensuring our customers experience our portfolio of iconic global and local brands in an even more human way,” he added. “At Mondelēz, we are committed to delivering the most relevant experiences to our customer base, wherever they may be, and across any channel, device or screen, including CTV.”

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