Ad Industry Roundup: Reckitt-Benckiser; Glam Media; GroupM
This story was written by David Kaplan.
Reckitt-Benckiser shifts $20 million from TV to online: Household cleaning products marketer Reckitt-Benckiser will move $20 million of its $475 million in total ad spending to the web from TV. The company had generally focused 90 percent of its advertising on TV, but the promise of better ROI and lower cost helped spur the shift. Reckitt has teamed up with a roughly a dozen ad nets, including Glam, Tidal TV, YuMe and Brightroll, for its campaign, which kicks off April 1.
Glam gets into micro-blogging: Men's and women's lifestyle blog network Glam Media has created Ticker.com, a micro-blogging platform that promises to make it easier for people to find, follow, filter, create and share real-time conversations on events and breaking news on sites like Twitter. The company is of course building a micro-blogging ad net around the service, which emphasizes the "safe filtering" system for advertisers.
GroupM says global ad spend to drop 4.4 percent: How bad is it getting? WPP media shop GroupM has significantly revised its last global ad spend from an expected 0.2 percent slide it called back in January. A rep told paidContent that digital wasn't broken out for this latest report.
By David Kaplan