NEW YORK (TheStreet) -- Mondelez Int'l. (MDLZ) - Get Report plans to today announce efforts to diversify its advertising content, which will include mobile applications, online videos and live televised events.
The move comes after the maker of Oreo cookies launched Twist, Lick, Dunk in 2012, a mobile game that has more than doubled the company's investment in the application, Mondelez's head of content and media monetization, Laura Henderson, told Reuters.
Mondelez is developing a Sour Patch Kids application to follow-up its previous mobile game, which was downloaded about 7 million times.
The Deerfield, IL-based company will also work with Twenty-First Century Fox (FOXA) and Buzzfeed to develop videos, a live televised event and other sponsored content.
The company expects to break even or make a profit on up to 10% of its global media investments by 2020, Henderson added, Reuters reports.
Shares of Mondelez closed up 0.97% to $44.78 on Friday afternoon.
Separately, Mondelez has a "buy" rating and a letter grade of A- at TheStreet Ratings because of the company's solid stock price performance, notable return on equity, expanding profit margins, largely solid financial position with reasonable debt levels by most measures and impressive record of earnings per share growth.
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