World advertiser turns from traditonal advertising for online video

Major advertiser Reckitt-Benckiser announced it is shifting $20 million of its TV budget to online video. Reckitt-Benckiser, which has a $475 million measured-media budget for TV.

“We’ve seen a fundamental shift in consumer consumption and  habits migrating over to digital video,”  Fonzetti, the agency’s Internet specialist, told AdAge.  The integration of traditional and digital media is here now.”

This is a major advertiser taking a major step. Sure its a relatively small piece of their total pie, but based on the experiences and ROI we’ve seen with online video at silverlinemedia.tv this will shift further, fast.