Confectionary maker Mondelēz is increasing the number of new media partnerships in its marketing mix, including more native advertising, smartphone games and live events.
The aim is for 10% of its global media investments to at least break even by 2020 as it focuses on content that can build 'power brands' market profile and revenue.
Mondelēz International global head of content and media monetisation Laura Henderson says the strategy recognises that brands need to earn the attention of increasingly discerning audiences.
"As audiences become more empowered to control their viewing experience, the old model of interruptive advertising is rapidly becoming irrelevant," Henderson says.
One online publisher that Mondelēz will partner with is Buzzfeed, which will build content for the company’s global portfolio of brands. Buzzfeed will work on platforms such as Tasty, which features food and recipe content. The partnership will also look to build content that explores 'wellbeing'.
Mondelez is also working with game developer Mobile Game Suite, which will launch the mobile game Sour Patch Kids within the next 18 months, which follows the Oreo Twist Lick Dunk game launched in 2012.
The company is also looking to partner its brands with more live events. For example, on 30 July US Stride chewing gum will sponsor a live event called Heaven Sent, which features professional skydiver Luke Aikins jumping from a plane with nothing but the clothes on his back. The event will air exclusively on Fox.
"Make no mistake about it, this is the future of how brands and advertisers will connect with consumers and drive real growth," Mondelēz International chief media and e-commerce officer Bonin Bough says.
"More importantly, this is how brands can continue to help elevate the ecosystem for all of their partners from broadcasters to publishers. This is a different model that is in service of the entire industry."
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