DEERFIELD, IL: Mondelez has backed Facebook's fast-growing video platform, renewing an existing partnership with the social media site to focus on creative video ads.
The snack brand has signed a two-pronged agreement with Facebook for video content and mobile commerce.
The video partnership will give Mondelez and its agencies access to a dedicated Facebook strategist to create "scalable" video content.
Mondelez will also have early access to features that Facebook and Facebook-owned Instagram. The deal covers 52 countries, including the UK and the US.
The mobile commerce aspect is less clear, but will revolve around driving impulse buys on mobile.
The deal is a show of faith in Facebook's video platform, which is widely predicted to catch up with YouTube over the next two years. Research from Amphere Analysis predicted there will be more than 2 trillion Facebook video posts in 2015, two-thirds of YouTube's projected total over the same period.
Mondelez chief media officer Bonin Bough told Marketing in an interview ahead of the announcement at Cannes Lions that "[Facebook] will probably trump some of our other friends."
"Our recent campaigns with brands such as Philadelphia in Europe have demonstrated that we can deliver engaging, tailor-made video on Facebook and seamlessly convert that content into purchases," said media director Gerry D’Angelo. "Partnering with Facebook allows us to leverage their video platform, which is currently the fastest-growing. Combined with their unparalleled reach and social sharing capabilities, we have the opportunity to make Facebook our single largest-selling channel."
Mondelez has been ramping up its digital marketing efforts, initially signing a partnership with Facebook last March. It subsequently announced it would allocate 10% of its marketing budget to online video, signing a major deal with Google.
Mondelez is also trying to boost its e-commerce offering. In March, it signed an agreement with online purchase specialists ChannelSight to let consumers buy brands such as Cadbury via ads, product pages, social media, video, and CRM campaigns.
This story originally appeared on the website of Marketing.