Mondelez and Fox tie up for better branded content collaboration

Mondelez International is partnering up with Fox Networks Group for a new ad format centered around innovation and content co-creation. The candy maker will also be leveraging on Fox Networks Group’s Advanced Ad Formats on streaming and Video On Demand (VOD) platforms.

The partnership will include a push on branded content with the first element set to go live on Fox called "Heaven Sent" featuring world-renowned skydiver Luke Aikins jumping from 25,000 feet with no parachute.

As part of the deal, Mondelez International will expand its use of Fox's ad formats and advanced data targeting programs, powered by true[X] technology, across all screens. It will also collaborate with Fox to create consumer-friendly ad formats that are effective for advertisers while developing a new standard for what commercials will look like in a VOD and on-demand driven world.

The partnership also builds on the recent success with Mondelez International brand campaigns that were powered by the true[X] engagement ad model, such as with Hulu. The platform offered uninterrupted viewing on its ad-supported tier for consumers who engaged with an interactive message before some Fox owned shows. Several of the interactive ads featured Mondelez International brands, including Swedish Fish, Halls And Ritz.

“Capturing audience attention is more difficult than ever. As audiences become more empowered to control their viewing experience, it’s essential to look at new ways to drive consumer engagement,” said Kristi Karens, North America Lead, Media and Content at Mondelez International. “We’re excited to build on our partnership with Fox Networks Group to build brands that offer great content to our consumers.”

“Premium content will always remain the most preferred advertising platform,” said Andrew Donchin, chief investment officer at Amplifi US, Dentsu Aegis Network. “As consumer video consumption behavior continues to evolve, Mondelez International and Carat are committed to innovative, viewable and clutter-free premium online environments. Of equal importance is the ability to increase both the message retention and accountability of our video investments.”

Fox Advanced Ad Products president, Joe Marchese added: “Our mission is the same as it’s always been: perfect the right ad system to create the future of the commercial in a VOD world. true[X] was on this mission before its acquisition by Fox, but with consumer behavior changing, that mission has been accelerated and adopted by Fox and through partners like Mondelez International.”