Omnicom Media Group, the global media network that oversees more than $50 billion in annual adspend for clients such as Apple, Starbucks, McDonald’s and Pepsi, is advising its clients to shift as much as 25% of their TV advertising budgets to online video.
The move is an admission that traditional TV budgets are under direct attack from online sources. Previously, the ad business’s official line was online video would grow alongside traditional TV. Now it seems that digital video is eating TV’s lunch.
In an interview with the Wall Street Journal, Omnicom Media Group chief executive Daryl Simm explained that online video is such an attractive proposition because there is more ability for clients to measure the effect of their advertising than traditional channels and there is more flexibility about where and when their ads run…
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