Mondelez Is Pouring More Money Into Facebook to Create Chatbots and Better Ads

Makes 'significantly larger' investment than in 2015

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Soon, you may be able to buy Oreo cookies through a Facebook Messenger bot.

Today, Mondelez—the maker of Oreo, Cadbury and Trident gum—re-upped its investment in Facebook with another large-scale deal across 52 countries including the U.S., France, Brazil and the U.K. Mondelez has made similarly high-profile deals with Facebook over several years and plans to specifically double down this year on Facebook Messenger bots and Facebook's Audience Insights API data tool that lets marketers serve ads against specific audiences.

"Mobile is the most profound disruption we've ever seen in business," Mondelez's chief media and e-commerce officer Bonin Bough said in a statement. "Continuing to invest in a large-scale media partnership with Facebook will help us connect our brands with our consumers while fueling growth."

Mondelez declined to say which brands are developing their own chatbots or when they will be rolled out, but it gave two examples of how Facebook Messenger will be used. One is e-commerce, meaning consumers would be able to buy snacks by typing a specific message to a bot. E-commerce has been a big focus for Mondelez for roughly a year, and the brand already has partnerships in place with retailers like Amazon and Walmart.

Bots could also be used as customer-support tools to handle questions from consumers, much like an automated phone service that reaches millions.

In terms of Facebook's Audience Insights, Mondelez piloted the tool with Cadbury in the U.K. this spring as part of the chocolate brand's "Taste Like Joy Feels" campaign. The goal was to analyze how people feel about chocolate at different times of the day, and Cadbury claims it improved brand recall by 40 percent.

Terms of the deal, which was brokered by Carat, were not disclosed, but it is "significantly larger than last year," said rep Valerie Moens. The move is part of Mondelez's strategy to shift significant ad dollars from traditional media to digital. This year, the brand expects to invest 50 percent of its U.S. budgets in digital. By 2018, Mondelez hopes to devote 30 percent of its global ad spend to digital.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.