Snack giant Mondelēz International has struck a deal with Fox to tackle the increasing usage of ad blockers. Beyond simply buying ad inventory, the deal will center on an effort by Mondelēz to leverage Fox’s TrueX ad platform and content initiatives that cut through the clutter. As part of the deal, Mondelēz is working with Fox to create new ad formats for VOD and streaming on Fox’s website and Hulu, and it is experimenting with TrueX’s engagement ads, which allow viewers to interact with one ad at the start of viewing in exchange for watching content ad-free. Also, Mondelēz will be developing branded content to reach the Fox audience.
What Brands Need To Do
The latest study from the IAB reports that 26% of desktop users and 15% of mobile consumers are using ad blockers to avoid seeing ads on websites. This Mondelēz-Fox deal is representative of some the necessary steps that brands can take to collaborate with media companies to improve their ad experiences and ensure their ads are viewed. For more information on how brands can fight the increasing usage of ad-blockers, check out the Ad Avoidance section in our Outlook 2016.