Reckitt-Benckiser, a major ad agency that Ad Age called “the most successful major package-goods company of the past five years in sales and profit growth,” will shift $20 million in TV ad dollars to the web for more than 15 of its brands, including Lysol, Air Wick, Mucinex, Finish and Clearasil.
This is significant for the company, who made it a point to say that they want to be involved with professionally produced content. They have partnered with over a dozen video ad networks such as Glam, Tidal TV and Brightroll.
“We’ve seen a fundamental shift in consumer consumption and media habits migrating over to digital video,” Marc Fonzetti, the agency’s media manager and Internet specialist, told AdAge. “Obviously YouTube started it, but we want to be aligned with professional content. With broadband getting to the scale that it has, the shift has happened. The integration of traditional and digital media is here now.”
Ad Age article:
http://adage.com/mediaworks/article?article_id=135660
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