For immediate release
Collaboration To Focus On Advanced Ad Formats on Streaming and VOD Platforms
NEW YORK: July 25th, 2016 – Fox Networks Group and Mondelēz International today announced they have finalized a partnership which will see Mondelēz International leverage Fox Advanced Ad Formats on streaming and Video On Demand (VOD) platforms. The partnership is centered around ad format innovation and content co-creation, and reflects how advertisers can work with entertainment properties to define new consumer brand experiences through storytelling. Mondelēz International will collaborate with Fox to roll out new ad formats on new screens, all aimed at creating content and ad experiences that work at scale in streaming and VOD environments.
As part of the deal, Mondelēz International will expand its use of Fox's cutting-edge 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 will include a collaboration around branded content, the first element of which is a live event to air on FOX called "Heaven Sent" featuring world-renowned skydiver Luke Aikins jumping from 25,000 feet with no parachute. The "Heaven Sent" event will be broadcast Live on FOX on Saturday, July 30th, 8-9p ET and re-broadcast on National Geographic on Sunday, July 31st.
It also builds on the recent success with Mondelēz 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 Mondelēz 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 Mondelēz 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, Mondelēz 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 Mondelēz International.”
About Fox Advance Ad Products
A division of Fox Networks Group, Fox Advance Ad Products works with the world’s leading brands to connect with consumers in today’s digital marketplace, developing cutting-edge campaigns and capabilities to better distribute, view, measure and monetize premium content through innovative nonlinear advertising products and services across the 21st Century Fox unit’s portfolio.
About Fox Networks Group
Fox Networks Group (FNG) is a primary operating unit of 21st Century Fox (NASDAQ:FOXA). FNG consists of Fox Television Group, which includes Fox Broadcasting Company and 20th Century Fox Television; Fox Cable Networks, which includes FX Networks and National Geographic Partners; Fox Sports Media Group; and Fox Networks Group Europe, Asia and Latin America. Together these units create, program and distribute some of the world’s most popular entertainment, sports and nonfiction programming.