A lot of traditional brands have been talking about their online presence, but Reckitt-Benckiser decided to put their money with their mouth is last month. After five years of organic growth in their advertising, Reckitt moved $20 million of their TV ad dollars to the web in April.
The company, which represents such brands as Clearasil, Lysol, Air Wick, Mucinez, and Finish, is moving the advertising for over 15 of its brands to the web.
According to TNS Media Intelligence, the company has traditionally spent move than 90% of its $475 million measured-media budget on TV, and last year spent less than $1 million in measured spending on the web.
But in order to get a better return on their investment, the company decided they needed to invest more in the digital space.