Over the next year, Mondelz International -- the American multinational cookie and candy conglomerate (Oreo, Chips Ahoy!, etc.) -- is committed to spending 10% of its global marketing budget on mobile. “I like to think that we’re very bullish [on mobile],” Kaczmarek told OMMA Mobile attendees on Wednesday morning. But, 10%?! How is that even possible, asked Anna Bager, VP and General Manager of the IAB’s Mobile Marketing Center of Excellence. “Mobile video is playing a big role,” Kaczmarek said, though he admitted that the channel presents many challenges of its own. (10% of what? Well, according to Kantar Media, Mondelez brands spent in the neighborhood of $245 million on measured media in 2011 -- in the U.S. alone.) At the end of the day, Kaczmarek said he’s relying on Publicis Groupe's MediaVest and Aegis Group to pour all that green into mobile.