Digital marketing in the Middle East: Mondelēz consolidates brand online

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When you own multiple brands across a diverse area such as the Middle east, it can be difficult to manage campaigns efficiently. This case study looks at how Mondelez MENA worked with DoubleClick's programmatic solution to consolidate their digital media branding activities.

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Case study summary

• Brand aimed to boost brand awareness across multiple territories by consolidating marketing efforts
• Unified campaign in DoubleClick Bid Manager to control the reach and manage frequency
• Launched campaigns across mobile web, mobile app and desktop environments
• Reduced cost per unique reach by 47% compared to previous campaigns targeting the same audience on other platforms

The challenge

The confectionary giant wanted to increase brand awareness and maximize reach were the primary campaign objectives

The solution

Mondelez MENA adopted DoubleClick's programmatic solution to consolidate their digital media branding activities efficiently, conserving their data fidelity to build brand awareness and maximize reach.

The brand unified the campaign in DoubleClick Bid Manager to control the reach and manage frequency. It launched campaigns across mobile web, mobile app and desktop environments
Working with Google, the firm complemented display with TrueView on DoubleClick Bid Manager, and implemented brand safety to ensure Mondelez only appears against safe surroundings.

It also used viewability targeting for desktop and mobile.

The results

• Reduced cost per unique reach by 47% compared to previous campaigns targeting the same audience on other platforms

• Used a single platform to frequency cap the campaign which effectively maximized unique reach

• Achieved 54% increase in unique reach compared to previous campaigns

Through centralizing their campaign buying and measurement in DoubleClick, Mondelez successfully scaled their online reach, while minimizing duplication, to achieve a 54% increase in unique reach while maintaining a cross device holistic view of the user.

Roli Okoro, Director, Audience On Demand Data, Technology & Innovation, Publicis Media MENA, said: “Partnering with DoubleClick to consolidate all Mondelez activities in MENA allowed us to effectively achieve a single user view across display and video with amazing reach results.”

Krinio Christaras, Head of Media, Mondelez MENAP, added: “We're really happy with how unifying our campaigns through the DoubleClick stack enabled us to maximize reach at a much higher efficiency, while staying true to our brand values.”


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