" ACCOUNTABLE, MEASURABLE MARKETING TO HELP BUSINESSES ACHIEVE PROFITABLE GROWTH AND SUPERIOR RETURNS OUT OF THEIR MARKETING INVESTMENTS. "


Wednesday, April 1, 2009

Reckitt-Benckiser Moving TV Dollars Online

Per a recent article in Ad Age, Reckitt-Benckiser plans to shift an estimated $20 million in TV ad dollars to the web for more than 15 of its brands, including Lysol, Air Wick, Mucinex, Finish and Clearasil.

The strategic shift is significant for the company, which has traditionally spent upward of 90% of its $475 million measured-media budget on TV, and less than $1 million in measured spending on the web in 2008, according to TNS Media Intelligence.

Marc Fonzetti, Reckitt-Benckiser's media manager and internet specialist, said "we've seen a fundamental shift in consumer consumption and media habits migrating over to digital video. Obviously YouTube started it, but we want to align with professional content," he said. "with broadband getting to the scale that it has, the shift has happened. The integration of traditional and digital media is here now."

The effort goes into effect April 1 and will include partnerships with over a dozen video ad networks such as Glam, Tidal TV, YuMe and BrightRoll. The company opted for ad-serving networks over TV network sites such as Hulu, ABC.com, CBS.com and NBC.com, as the latter often charge significantly higher CPMs than ad networks.

Reckitt-Benckiser's spending shift from TV to online has was accelerated by a need to find CPMs more efficient than TV’s and to deliver the impressions more efficiently than TV does by reaching a more targeted audience. Mr. Fonzetti said the campaign will be measured using a method that combines TV's gross rating points with the web, with additional interactive layers such as online coupons and click-throughs driving traffic to each brand's microsite. Each brand's audience metrics will then be paired with data from Nielsen's Homescan panel, a shopper product that uses ad exposure on TV and the web to determine in-store purchasing behavior.

"Everything is ROI-focused and needs to be accountable," Mr. Fonzetti said. "That's why this program has taken us so long to develop. We want to make sure everybody is comfortable behind this."

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