Brands are looking for more action with their video ads, and snack giant Mondelez and Bic are two that are betting that big buttons on preroll ads are interesting enough to get consumers to spend a few extra seconds with their promos.
Oreo is back to its old savvy marketing self with a plan for the Super Bowl that's sure to excite ad geeks. Its parent company, Mondelez, is the first to buy Super Bowl ads with programmatic technology, although they will only show regionally.
Target isn't advertising in the Super Bowl, but the big-box retailer hopes to garner consumers' attention anyway, with a mobile game called Snack Bowl.
Perhaps it was inevitable. With the spinoff of Kraft Foods’ snack brands into a separate company called Mondelez International, the new company has begun a global review of its media planning and buying business.