Mondelez’s head of content: Marketers have ‘collectively insulted the audience’s attention’

Mondelez's head of content Laura Henderson at ad:tech New York The proliferation of ad blockers is consumer payback because brands have "insulted the audience's attention" for too long. That's the view of the Mondelez marketer attempting to redefine the snacks giant as a "content owner" and transform the organization's output from "interruptive advertising" which is viewed as a cost by the C-suite to programming that could actually make money in its own right. Speaking at ad:tech New York, Mondelez's global head of content and media monetization, Laura Henderson, said: "It’s no surprise that people are [blocking ads] because I believe that as an industry we have collectively insulted the audience’s attention. We’ve shouted louder, more often and in more places and all they’ve done is put up their blockers to try and avoid us. "It’s never been more difficult to be a marketer. All of this is wreaking havoc on the economics of our business. It’s costing me more money than ever before to reach these people. "Look at how we operate as a business. Mondelez's reaction to this is its much talked about move to become a media producer – or as Henderson described it, its shift from a "transactional media buyer to content owner and investor". "What we’re looking to do now is work our way up that value chain, so become content creators and owners which fundamentally change the game.