Reckitt-Benckiser moves $20 million of ad budget from TV to online

LONDON - Reckitt-Benckiser plans to move $20 million of its media spend budget from TV into online video for 15 of its brands, as it looks to secure more efficient advertising rates.

Air Wick... Reckitt brand
Air Wick... Reckitt brand

The new media strategy, which will come into force on 1 April, has also been driven by a shift in consumers' media consumption.

In 2008, the company, which owns brands including Clearasil, Finish and Air Wick, spent around 90 per cent of its $475 million US measured-media budget on TV and only $1 million in measured-media spend on online activity.

Reckitt-Benckiser will partner with adserving video ad networks, including Glam, Tidal TV, YuMe and Brightroll, rather than TV network websites, which charge higher online CPMs (the cost to reach a thousand viewers), according to a report in Ad Age.