The consumer-package-goods category doubled down on online video and became the largest category in online video in 2009. Just as these marketers were the first to embrace TV and created “soap operas”, they are now leading the charge into online video:
Who knew online video would become so proficient at selling soap? In a down year overall for online advertising, video actually grew 41% in 2009, according to eMarketer.
A survey of ad networks and publishers reveals unanimity: CPG has become the biggest category in video, unseating automotive, which was dominant in 2008. Indeed the largest spenders in video are starting to resemble the largest spenders in TV, such as Procter & Gamble, Kraft and Unilever.
Reckitt Benckiser publicly wagered $20 million on its video campaign last fall, and executives with knowledge of the matter said it plans to more than double that expenditure in 2010.
CPG creative accounts for 15% to 30% of all ads managed by ad server FreeWheel, which serves 1 billion impressions a month across networks and on professional content on sites like YouTube, CBS and Sling.com.
Online Video’s Biggest Category: Consumer Package Goods – Advertising Age – Digital
