Reckitt-Benckiser backs online video with $40m

Reckitt-Benckiser, home of £92m a year CEO Bart Becht, is to spend $40m on online video in the US but it’s going for rates as low as $2 cost per thousand clicks as opposed to the $30-40 premium sites obtain.

Which ought to mean that it’ll end up with a load of rubbish but the relentless upwardly mobile household goods company obviously thinks online video is a commodity market and, for consumers of Cillit Bang and the like, it probably is.

Is it just possible that online display advertising, including trendy video, is becoming a bit like posters used to be?

A cheap alternative to mainstream TV?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.