With more than 25 brands including Orea, Milka, Lu, Prince, Tuc, Toblerone and Côte d'Or, Mondelēz International, one of the world's leading advertisers, rolled out 460 e-retail media campaigns in 2021. Matthieu Guignard, E-commerce Strategy Director, shares his vision of this marketing tool, players, assets and expectations. He pointed conversion measures as a limitation.
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How do you view e-retail media and its business impact?
Matthieu Guignard: We can only be satisfied with results. Whilst Mondelēz International is the undisputed leader in its category, we gained 10% of online market share (via BOPIS services) compared to offline sales. This over-indexation is continuing and growing. This is very important for us. Of course, e-retail media alone cannot explain such a performance, but we know has a significant contribution. These campaigns provide very interesti
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