Mondelez International is to begin selling products across all digital media through the introduction of Buy Now buttons.
The Cadbury and Oreo-owner has tied up with ecommerce technology firm ChannelSight to add purchase buttons to social media pages, video ads and CRM campaigns across 25 markets, as well as with 130 retailers websites.
Bonin Bough, chief media and ecommerce officer at Mondelez, said the company believes it can convert all media investments into buying opportunities.
“This partnership is a crucial step in our journey to help accelerate growth through e-commerce. By turning more of our branded content into buying opportunities for consumers, we’ll also continue to improve our return on investment and this will help fuel growth for our Power Brands,” he said.
Cindy Chen, Mondelez global head of e-commerce, added that the partnership with ChannelSight will allow it to gain additional insights into behaviours, preferences and motivations.
Several brands have dabbled with shoppable media. Last year, fashion retailer H&M allowed Samsung smart TV owners to purchase goods during a US TV ad. The likes of Levis and ASOS have also rolled out shoppable online video campaigns, while Tesco experimented with shoppable outdoor media in Seoul in 2011.
It is the latest in a long series of innovations from Mondelez, which was spun off from Kraft in 2012. Earlier this year, it claimed to have launched the first programmatically-purchased Super Bowl TV ads.
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