Reckitt-Benckiser has a new recession-approved media strategy: moving TV dollars to online video. And the shift is substantial - estimates of $ 20 million dollars almost 5% of the annual spends up from less than 1% in 2008. Signs of time to come. Definitely in markets where the web-audience is mature enough and the numbers are there to plan a communication program.
This is riding on increasing consumer consumption (read youtube et all)towards digital video. Cost efficiencies comparisons between CPM on web to CPM on TV has pushed more dollars into digital video. And when you factor the measurable R.O.I on online advertising its alarming for the traditional media players.
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