ADAGE: Mondelez Strikes Global Video Ad Deal With Google

Candy and snacks giant Mondelez International has agreed to a "substantial global advertising commitment" with Google as part of a new deal focused on online video.

As part of the arrangement, Mondelez and Google will partner on content pilots through Youtube's brand partner program. "Together with global youth media company Fullscreen, Mondelez International is piloting this new model of high-quality, low-cost video content featuring influential digital stars with Sour Patch Kids in the U.S. and is evaluating expanding the approach across brands and geographies," Mondelez said in a statement.

The marketer said the deal is part of its goal to dedicate 10% of its global ad budget to online video in 2014. Terms of the deal, including dollar value, were not disclosed.

Mondelez spends about $200 million annually on measured media in the U.S., according to Kantar Media.